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 xv
Preface

The following topics can be introduced in any order (or omitted) after basic inference has
been covered:
• Chapter 14, Inference for Counts: Chi-Square Tests
• Chapter 21, Quality Control
• Chapter 22, Nonparametric Methods
• Chapter 23, Decision Making and Risk
• Chapter 24, Introduction to Data Mining

Continuing Features
A textbook isn’t just words on a page. A textbook is many elements that come together
to form a big picture. The features in Business Statistics provide a real-world context for
concepts, help students apply these concepts, promote problem solving, and integrate
technology—all of which help students understand and see the big picture of Business
Statistics.

Providing Real-World Context

Motivating Vignettes. Each chapter opens with a motivating vignette, often taken from
the authors’ consulting experiences. Companies featured include Amazon.com, Zillow.com,
Keen Inc., and Whole Foods Market. We analyze data from or about the companies in the
motivating vignettes throughout the chapter.
Brief Cases. Each chapter includes one or more Brief Cases that use real data and ask stu-
dents to investigate a question or make a decision. Students define the objective, plan the
process, complete the analysis, and report a conclusion. Data for the Brief Cases are avail-
able on the CD and website, formatted for various technologies.
Case Studies. Each of the five parts of the book ends with a Case Study. Students are given
realistically large data sets (on the CD) and challenged to respond to open-ended business
questions using the data. Students can bring together methods they have learned through-
out the book to address the issues raised. Students will have to use a computer to work with
the large data sets that accompany these Case Studies.
What Can Go Wrong? In each chapter, What Can Go Wrong? highlights the most com-
mon statistical errors and the misconceptions about Statistics. The most common mistakes
for the new user of Statistics often involve misusing a method—not miscalculating a statis-
tic. One of our goals is to arm students with the tools to detect statistical errors and to offer
practice in debunking misuses of Statistics, whether intentional or not.
Applying Concepts
For Examples. Almost every section of every chapter includes a focused example that
illustrates and applies the concepts or methods of that section to a real-world business
context.
Step-by-Step Guided Examples. The answer to a statistical question is almost never just a
number. Statistics is about understanding the world and making better decisions with data.
Guided Examples model a thorough solution in the right column with commentary in the
left column. The overall analysis follows our innovative Plan, Do, Report template. Each
analysis begins with a clear question about a business decision and an examination of the
data (Plan), moves to calculating the selected statistics (Do), and finally concludes with a
Report that specifically addresses the question. To emphasize that our goal is to address
xvi Preface

the motivating question, we present the Report step as a business memo that summarizes
the results in the context of the example and states a recommendation if the data are able to
support one. To preserve the realism of the example, whenever it is appropriate, we include
limitations of the analysis or models in the concluding memo, as one should in making such
a report.
By Hand. Even though we encourage the use of technology to calculate statistical quanti-
ties, we recognize the pedagogical benefits of occasionally doing a calculation by hand. The
By Hand boxes break apart the calculation of some of the simpler formulas and help the
student through the calculation of a worked example.
Reality Check. We regularly offer reminders that Statistics is about understanding the
world and making decisions with data. Results that make no sense are probably wrong, no
matter how carefully we think we did the calculations. Mistakes are often easy to spot with a
little thought, so we ask students to stop for a reality check before interpreting results.
Notation Alert. Throughout this book, we emphasize the importance of clear commu-
nication. Proper notation is part of the vocabulary of Statistics, but it can be daunting.
We’ve found that it helps students when we are clear about the letters and symbols stat-
isticians use to mean very specific things, so we’ve included Notation Alerts whenever
we introduce a special notation that students will see again.
Math Boxes. In many chapters, we present the mathematical underpinnings of the statis-
tical methods and concepts. We set proofs, derivations, and justifications apart from the
narrative, so the underlying mathematics is there for those who want greater depth, but the
text itself presents the logical development of the topic at hand without distractions.
What Have We Learned? Each chapter ends with a What Have We Learned? summary
that includes learning objectives and definitions of terms introduced in the chapter. Stu-
dents can think of these as study guides.

Promoting Problem Solving

Just Checking. Throughout each chapter we pose short questions to help students check
their understanding. The answers are at the end of the exercise sets in each chapter to make
them easy to check. The questions can also be used to motivate class discussion.
Ethics in Action. Statistics is not just plugging numbers into formulas; most statistical
analyses require a fair amount of judgment. Ethics in Action vignettes—updated for this
edition—in each chapter provide a context for some of the judgments needed in statistical
analyses. Possible errors, a link to the American Statistical Association’s Ethical Guidelines,
and ethically and statistically sound alternative approaches are presented in the Instructor’s
Solutions Manual.
Section Exercises. The exercises for each chapter begin with straightforward exercises tar-
geted at the topics in each section. These are designed to check understanding of specific
topics. Because they are labeled by section, it is easy to turn back to the chapter to clarify a
concept or review a method.
Chapter Exercises. These exercises are designed to be more realistic than Section Ex-
ercises and to lead to conclusions about the real world. They may combine concepts
and methods from different sections, and they contain relevant, modern, and real-world
 xvii
Preface

questions. Many come from news stories; some come from recent research articles. The
exercises marked with a T indicate that the data are provided on the CD (and at the book’s
companion website, www.pearsonhighered.com/sharpe) in a variety of formats. We pair the
exercises so that each odd-numbered exercise (with answer in the back of the book) is fol-
lowed by an even-numbered exercise on the same Statistics topic. Exercises are roughly
ordered within each chapter by both topic and by level of difficulty.
Integrating Technology
Data and Sources. Most of the data used in examples and exercises are from real-world
sources and whenever we can, we include URLs for Internet data sources. The data we use
are usually on the CD and on the companion website, www.pearsonhighered.com/sharpe.
Videos with Optional Captioning. Videos, featuring the Business Statistics authors, review
the high points of each chapter. The presentations feature the same student-friendly style
and emphasis on critical thinking as the textbook. In addition, 10 Business Insight Videos fea-
ture Deckers, Southwest Airlines, Starwood, and other companies and focus on statistical
concepts as they pertain to the real world. Videos are available with captioning. They can
also be viewed from within the online MyStatLab course.
Technology Help. In business, Statistics is practiced with computers using a variety of
statistics packages. In Business-school Statistics classes, however, Excel is the software most
often used. In Technology Help at the end of each chapter, we summarize what students
can find in the most common software, often with annotated output. Updated for this edi-
tion, we offer extended guidance for Excel 2013, and start-up pointers for Minitab, SPSS,
and JMP, formatted in easy-to-read bulleted lists. This advice is not intended to replace the
documentation for any of the software, but rather to point the way and provide start-up
assistance.
Supplements
Student Supplements
Business Statistics, for-sale student edition. (ISBN-13: 978-0-
321-92583-1; ISBN-10: 0-321-92583-1)
Student’s Solutions Manual, by Linda Dawson, University of
Washington, and Rose Sebastianelli, University of Scranton, pro-
vides detailed, worked-out solutions to odd-numbered exercises.
(ISBN-13: 978-0-321-93940-1; ISBN-10: 0-321-93940-9)
Study Cards for Business Statistics Software: This series of
study cards, available for Excel 2013 with XLSTAT (0-321-92579-
3), Excel 2013 with Data Analysis Toolpak (0-321-92581-5),
Minitab (0-321-64421-2), JMP (0-321-64423-9), SPSS (0-321-
64422-0), and StatCrunch (0-321-74472-1) provide students with
easy step-by-step guides to the most common business statistics
software.
Instructor Supplements
Instructor’s Edition contains answers to all exercises. (ISBN-13:
978-0-321-93939-5; ISBN-10: 0-321-93939-5)
Instructor’s Resource Guide (download only), written by the
authors, contains chapter-by-chapter comments on the major
concepts, tips on presenting topics (and what to avoid), teaching
examples, suggested assignments, basic exercises, and web links
and lists of other resources. Available within MyStatLab or at
www.pearsonhighered.com/irc.
Online Test Bank (download only), by Linda Dawson,
University of Washington, and Rose Sebastianelli, Uni-
versity of Scranton, includes chapter quizzes and part level
tests. The Test Bank is available at www.pearsonhighered
.com/irc.
Instructor’s Solutions Manual (download only), by Linda
Dawson, University of Washington and Rose Sebastianelli, Uni-
versity of Scranton, contains detailed solutions to all of the ex-
ercises. The Instructor’s Solutions Manual is available at www
.pearsonhighered.com/irc.
Technology Resources
MyStatLab™ Online Course (access code required)
MyStatLab from Pearson is the world’s leading online resource in
statistics, integrating interactive homework, assessment, and me-
dia in a flexible, easy-to-use format. MyStatLab is a course man-
agement system that delivers proven results in helping individual
students succeed.
MyStatLab can be implemented successfully in any environment—
lab-based, hybrid, fully online, traditional—and demonstrates the
quantifiable difference that integrated usage has on student re-
tention, subsequent success, and overall achievement.
MyStatLab’s comprehensive online gradebook automatically
tracks students’ results on tests, quizzes, homework, and in the
study plan. Instructors can use the gradebook to provide positive
feedback or intervene if students have trouble. Gradebook data
can be easily exported to a variety of spreadsheet programs, such
as Microsoft Excel. You can determine which points of data you
want to export, and then analyze the results to determine success.
xviii
MyStatLab provides engaging experiences that personalize, stim-
ulate, and measure learning for each student. In addition to the
resources below, each course includes a full interactive online ver-
sion of the accompanying textbook.
• Tutorial Exercises with Multimedia Learning Aids: The
homework and practice exercises in MyStatLab align with the
exercises in the textbook, and most regenerate algorithmically to
give students unlimited opportunity for practice and mastery. Ex-
ercises offer immediate helpful feedback, including guided solu-
tions, sample problems, animations, and videos.
• Adaptive Study Plan: Pearson now offers an optional focus on
adaptive learning in the study plan to allow students to work
on just what they need to learn when it makes the most sense
to learn it. The adaptive study plan maximizes students’ poten-
tial for understanding and success.
• Additional Question Libraries: In addition to algorithmically
regenerated questions that are aligned with your textbook, MyS-
tatLab courses come with two additional question libraries. 450
Getting Ready for Statistics questions cover the developmental
math topics students need for the course. These can be assigned
as a prerequisite to other assignments, if desired. The 1000 Con-
ceptual Question Library requires students to apply their statis-
tical understanding.
• StatCrunch®: MyStatLab includes web-based statistical software,
StatCrunch, within the online assessment platform so that stu-
dents can analyze data sets from exercises and the text. In addi-
tion, MyStatLab includes access to www.StatCrunch.com, a web site
where users can access tens of thousands of shared data sets, con-
duct online surveys, perform complex analyses using the powerful
statistical software, and generate compelling reports.
• Integration of Statistical Software: We make it easy to copy
our data sets, both from the ebook and the MyStatLab ques-
tions, into software such as StatCrunch, Minitab, Excel, and
more. Students have access to a variety of support tools—Tech-
nology Instruction Videos, Technology Study Cards, and Man-
uals for select titles—to learn how to use statistical software.
• Business Insight Videos: Ten engaging videos show managers at
top companies using statistics in their everyday work. Assignable
questions encourage debate and discussion.
• StatTalk Videos: Fun-loving statistician Andrew Vickers takes
to the streets of Brooklyn, New York, to demonstrate impor-
tant statistical concepts through interesting stories and real-life
events. This series of 24 videos includes available assessment
questions and an instructor’s guide.
• Expert Tutoring: Although many students describe the whole
of MyStatLab as “like having your own personal tutor,” students
also have access to live tutoring from qualified statistics instructors
via MyStatLab.
MyStatLab™ Ready to Go Course
(access code required)
These new Ready to Go courses provide students with all the
same great MyStatLab features that you’re used to, but make it
easier for instructors to get started. Each course includes pre-as-
signed homework and quizzes to make creating your course even
simpler. Ask your Pearson representative about the details for this
particular course or to see a copy of this course.

MathXL® for Statistics Online Course
(access code required)
®
MathXL is the homework and assessment engine that runs
MyStatLab. (MyStatLab is MathXL plus a learning management
system.) With MathXL for Statistics, instructors can:
• Create, edit, and assign online homework and tests using algorith-
mically generated exercises correlated at the objective level to the
textbook.
• Create and assign their own online exercises and import TestGen
tests for added flexibility.
• Maintain records of all student work, tracked in MathXL’s online
gradebook.
With MathXL for Statistics, students can:
• Take chapter tests in MathXL and receive personalized study
plans and/or personalized homework assignments based on their
test results.
• Use the study plan and/or the homework to link directly to tuto-
rial exercises for the objectives they need to study.
• Students can also access supplemental animations and video clips
directly from selected exercises.
• Knowing that students often use external statistical software, we
make it easy to copy our data sets, both from the ebook and the
MyStatLab questions, into software like StatCrunch™, Minitab,
Excel, and more.
MathXL for Statistics is available to qualified adopters. For more
information, visit our website at www.mathxl.com, or contact your
Pearson representative.
StatCrunch®
StatCrunch is powerful web-based statistical software that allows
users to perform complex analyses, share data sets, and generate
compelling reports of their data. The vibrant online community
offers tens of thousands data sets for students to analyze.
• Collect. Users can upload their own data to StatCrunch or
search a large library of publicly shared data sets, spanning al-
most any topic of interest. An online survey tool allows users to
collect data via web-based surveys.
• Crunch. A full range of numerical and graphical methods allows
users to analyze and gain insights from any data set. Interactive
graphics help users understand statistical concepts, and are avail-
able for export to enrich reports with visual representations of
data.
• Communicate. Reporting options help users create a wide
­variety of visually appealing representations of their data.
Full access to StatCrunch is available with a MyStatLab
kit, and StatCrunch is available by itself to qualified adopt-
ers. For more information, visit our website at www.­S tatCrunch
.com, or contact your Pearson representative.
xix
Preface
TestGen®
TestGen ® (www.pearsoned.com/testgen) enables instructors to
build, edit, print, and administer tests using a computerized bank
of questions developed to cover all the objectives of the text.
TestGen is algorithmically based, so instructors can create mul-
tiple but equivalent versions of the same question or test with the
click of a button. Instructors can also modify test bank questions
or add new questions. The software and testbank are available for
download from Pearson Education’s online catalog.
PowerPoint® Lecture Slides
PowerPoint ® Lecture Slides provide an outline to use in
a lecture setting, presenting definitions, key concepts, and
figures from the text. These slides are available within
MyStatLab and in the Instructor Resource Center at www
.pearsonhighered.com/irc.
Active Learning Questions
P repared in PowerPoint ®, these questions are intended for
use with classroom response systems. Several multiple-choice
questions are available for each chapter of the book, allowing
instructors to quickly assess mastery of material in class. The
Active Learning Questions are available to download from within
MyStatLab ® and in the Instructor Resource Center at www
.pearsonhighered.com/irc.
XLStat for Pearson
XLStat for Pearson is an Excel® add-in that offers a wide variety of
functions to enhance the analytical capabilities of Microsoft Excel,
making it the ideal tool for your everyday data analysis and statis-
tics requirements. Developed in 1993, XLStat is used by leading
businesses and universities around the world. XLStat is compat-
ible with all Excel versions from version 97 to version 2013 (except
Mac 2008) including PowerPC and Intel-based Mac systems.
Student Edition of Minitab
The Student Edition of Minitab is a condensed edition of the
Professional release of Minitab statistical software. It offers the
full range of statistical methods and graphical capabilities, along
with worksheets that can include up to 10,000 data points. In-
dividual copies of the software can be bundled with the text.
(ISBN-13: 978-0-13-143661-9; ISBN-10: 0-13-143661-9)
JMP Student Edition
JMP Student Edition is an easy-to-use, streamlined version of
JMP desktop statistical discovery software from SAS Institute,
Inc., and is available for bundling with the text. (ISBN-13: 978-
0-321-89164-8; ISBN-10: 0-321-89164-3)
xx Preface

Acknowledgments
This book would not have been possible without many contributions from David Bock, our
coauthor on several other texts. Many of the explanations and exercises in this book benefit
from Dave’s pedagogical flair and expertise. We are honored to have him as a colleague and
friend.
Many people have contributed to this book from the first day of its conception to its
publication. Business Statistics would have never seen the light of day without the assistance
of the incredible team at Pearson. Our Editor in Chief, Deirdre Lynch, was central to the
support, development, and realization of the book from day one. Chere Bemelmans, Senior
Content Editor, kept us on task as much as humanly possible. Peggy McMahon, Senior
Production Project Manager, and Nancy Kincade, Project Manager at PreMediaGlobal,
worked miracles to get the book out the door. We are indebted to them. Sonia Ashraf, Assis-
tant Editor; Erin Lane, Senior Marketing Manager; Kathleen DeChavez, Marketing Asso-
ciate; and Dona Kenly, Senior Market Development Manager, were essential in managing
all of the behind-the-scenes work that needed to be done. Aimee Thorne, Media Producer,
put together a top-notch media package for this book. Barbara Atkinson, Senior Designer,
and Studio Montage are responsible for the wonderful way the book looks. Procurement
Specialist Debbie Rossi worked miracles to get this book and CD in your hands, and Greg
Tobin, President, was supportive and good-humored throughout all aspects of the project.
We’d also like to thank our accuracy checkers whose monumental task was to make
sure we said what we thought we were saying: James Lapp; Joan Saniuk, Wentworth Insti-
tute of Technology; Sarah Streett; and Dirk Tempelaar, Maastricht University.
We also thank those who provided feedback through focus groups, class tests, and
reviews:

Hope M. Baker, Kennesaw State University

John F. Beyers, University of Maryland—University College
Scott Callan, Bentley College
Laurel Chiappetta, University of Pittsburgh
Anne Davey, Northeastern State University
Joan Donohue, The University of South Carolina
Robert Emrich, Pepperdine University
Michael Ernst, St. Cloud State
Mark Gebert, University of Kentucky
Kim Gilbert, University of Georgia
Nicholas Gorgievski, Nichols College
Clifford Hawley, West Virginia University
Kathleen Iacocca, University of Scranton
Chun Jin, Central Connecticut State University
Austin Lampros, Colorado State University
Roger Lee, Salt Lake Community College
Monnie McGee, Southern Methodist University
Richard McGowan, Boston College
Mihail Motzev, Walla Walla University
Robert Potter, University of Central Florida
Eugene Round, Embry-Riddle Aeronautical University
Sunil Sapra, California State University—Los Angeles
Dmitry Shishkin, Georgia Gwinnett College
 Preface xxi

Courtenay Stone, Ball State University

Gordon Stringer, University of Colorado—Colorado Springs
Arnold J. Stromberg, University of Kentucky
Joe H. Sullivan, Mississippi State University
Timothy Sullivan, Towson University
Minghe Sun, University of Texas—San Antonio
Patrick Thompson, University of Florida
Jackie Wroughton, Northern Kentucky University
Ye Zhang, Indiana University—Purdue Indianapolis
Schiro Withanachchi, Queens College

Finally, we want to thank our families. This has been a long project, and it has required
many nights and weekends. Our families have sacrificed so that we could write the book we
envisioned.
Norean Sharpe
 Index of Applications
BE = Boxed Example; E = Exercises; EIA = Ethics in Action; GE = Guided Example; IE = In-Text Example; JC = Just Checking; P = Project;
TH = Technology Help

Accounting Credit Card Debt (E), 433; (JC), 378 Bell Telephone Laboratories (IE), 745
Administrative and Training Costs (E), 44, 426–427 Credit Card Offers (BE), 288; (E), 302–303; (GE), 314–315, BMW (E), 141
Annual Reports (E), 42 401–406, 701–702, 720–723; (IE), 9, 148–149, 272, 288, Bolliger & Mabillard Consulting Engineers, Inc. (B&M) (IE),
Audits and Tax Returns (E), 174, 302, 364 396–397, 520–521, 696, 704, 715–716; (P), 14, 846 598–599
Bookkeeping (E), 268; (IE), 4 Credit Scores (IE), 147–148 Buick (E), 137
Budgets (E), 362 Credit Unions (EIA), 291 Burger King (BE), 604; (E), 594; (IE), 604–605
Company Assets, Profit, and Revenue (BE), 123, 604, 695; (E), 41, Federal Reserve Board (BE), 647 Capital One (IE), 9, 3, 693–694
43–44, 203, 504, 507, 590, 592, 636, 680–681; (GE), Interest Rates (E), 135, 172, 548–549, 685, 806; (IE), 272, 700; Chevy (E), 433
790–791; (IE), 2, 7, 97, 272, 396, 529, 598 (P), 202 Circuit City (E), 358
Cost Cutting (E), 471, 474 Investment Banks (E), 826–827 Cisco Systems (E), 42
Expenses (E), 547; (IE), 4, 8 Liquid Assets (E), 681 Coca-Cola (E), 41
Financial Close Process (E), 431 Maryland Bank National Association (IE), 271–272 CompUSA (E), 358
Probability Calculations and Plots (TH), 232–233 Mortgages (E), 17, 135, 806; (GE), 276–277 Cypress (JC), 104
Purchase Records (E), 49; (IE), 4 Subprime Loans (IE), 9, 417 Data Description (IE), 807–809, 812–813, 815–816
Random numbers, generating (TH), 169 World Bank (E), 94, 138 Deliberately Different (EIA), 463
Random Variables and Probability Models (TH), 201 Desert Inn Resort (E), 173
Diners Club (IE), 395
Business (General) Eastman Kodak (E), 772
Advertising Attracting New Business (E), 363
Ads (E), 326, 328–329, 432–434, 589 eBay (E), 206
Best Places to Work (E), 476, 508
Advertising in Business (BE), 310; (E), 43–44, 47–48, 433, Expedia.com (IE), 556
Bossnapping (E), 295; (GE), 284–285
438–439, 589, 826–827; (EIA), 630; (GE), 156–158; (IE), 2, 6 Fair Isaac Corporation (IE), 147–148
Business Planning (IE), 97, 381
Branding (E), 433; (IE), 704 Fisher-Price (E), 42
Chief Executives (E), 92–93, 179, 239, 361, 474; (IE), 72–73,
Coupons (EIA), 386; (IE), 700, 706–708, 791 Ford (E), 137, 433; (IE), 255
343–344
Free Products (IE), 312, 351, 392, 705, 707–708, 713 General Electric (IE), 305, 745, 768
Company Case Reports and Lawyers (GE), 276–277
International Advertising (E), 177 General Motors Corp. (BE), 668
Company Databases (IE), 7, 9
Jingles (IE), 434 GfK Roper (E), 43–44, 264, 301, 472–473; (GE), 31–32; (IE), 25, 31,
Contract Bids (E), 204–205, 175
Predicting Sales (E), 140–141 244–245, 247, 450–451; (P), 262
Elder Care Business (EIA), 495
Product Claims (BE), 397; (E), 238, 434, 437, 439, 470, 472, 732; Google (E), 43–44, 476, 682; (IE), 20–25,
Enterprise Resource Planning (E), 431, 476, 803
(EIA), 126–127 192–194
Entrepreneurial Skills (E), 474
Target Audience (E), 177, 206, 429–430; (EIA), 844; (JC), 339 Guinness & Co. (BE), 196; (IE), 331–333
Forbes 500 Companies (E), 95, 361–362
Truth in Advertising (E), 328 Holes-R-Us (E), 93
Fortune 500 Companies (E), 296, 504, 693 The Home Depot (E), 550; (GE), 658–661, 669–672;
Franchises (BE), 604; (EIA), 126–127, 495 (IE), 661–662, 664–665
Agriculture Industry Sector (E), 475–476 Honda (E), 137
Agricultural Discharge (EIA), 259 International Business (E), 40, 48, 264–265, 301; (IE), 244; (P), Hostess (IE), 247
Beef and Livestock (E), 360 262 IBM (IE), 779
Drought and Crop Losses (E), 435 Job Growth (E), 476, 508 i4cp (IE), 779
Farmers’ Markets (E), 205 Organisation for Economic Cooperation and Development (OECD) Intel (JC), 104
Fruit Growers (E), 553 (E), 88, 552 J.Crew (JC), 657
Lawn Equipment (E), 826–827 Outside Consultants (IE), 35 Jeep (E), 178
Lobster Fishing Industry (E), 550–551, 554, 591–592 Outsourcing (E), 475 KEEN (IE), 19–20
Lumber (E), 552 Real Estate (P), 798–799 Kellogg’s (IE), 513–514
Seeds (E), 299, 328 Research and Development (E), 44; (IE), 97–98; (JC), 413 Kelly’s BlueBook (E), 178
Small Business (E), 42–43, 136, 174, 204, 363, 474, 547, 589, KomTek Technologies (GE), 760–763
826–827; (IE), 2, 808–809
Banking Kraft Foods, Inc. (P), 498
Start-Up Companies (E), 15, 303, 825–826
Annual Percentage Rate (IE), 704; (P), 202 L.L. Bean (E), 16
Trade Secrets (IE), 480
ATMs (E), 170; (IE), 395 Lycos (E), 264
Women-Led Businesses (E), 203, 328
Bank Tellers (E), 734 Mattel (E), 42
Certificates of Deposit (CDs) (P), 202 Mellon Financial Corporation (E), 681
Credit Card Bank (P), 39 Company Names Metropolitan Life (MetLife) (IE), 181–182
Credit Card Charges (E), 83, 302–303, 361, 511; (GE), 64–65, Adair Vineyards (E), 83 Microsoft (E), 42; (IE), 23–24
314–315, 413–416; (IE), 272, 520–521 AIG (GE), 66–67; (IE), 49–50, 52, 58 M&M/Mars (E), 174, 298, 326, 735; (GE), 156–158
Credit Card Companies (BE), 288; (E), 297, 302–303, 324, Allied Signal (IE), 768 Motorola (IE), 768
361, 392; (GE), 9, 104–105, 148, 271–272, 288, 314–315, Alpine Medical Systems, Inc. (EIA), 581 Nambé Mills, Inc. (GE), 486–503; (IE), 479–480,
395–397, 401–406, 520–521, 693–695, 829–831; (JC), 375, Amazon.com (IE), 2, 97 490–493
378; (P), 14 American Express (IE), 395 National Beverage (E), 41
Credit Card Customers (BE), 288; (E), 206, 302–303, 324, 361, Amtrak (BE), 695 Netflix (BE), 696; (IE), 3
474; (GE), 64–65, 314–315, 401–403, 413–416; (IE), Arby’s (E), 15 Nissan (IE), 220
271–272, 274, 288, 395–396, 520–521, 693–695; (JC), 378 Bank of America (IE), 271, 395 PepsiCo (E), 41, 173, 388

xxii
 
Index of Applications xxiii

Pew Research (E), 171, 176, 429, 476, 735; (IE), 152, 246 Distribution and Operations Management Core Plus Mathematics Project (E), 427
Pillsbury (BE), 604 Construction (E), 737–738 Cornell University (IE), 76
Pontiac (E), 137 Delivery Services and Times (E), 48, 325, 432, 476 Education and Quality of Life (IE), 121
Roper Worldwide (JC), 197 International Distribution (E) 47 Education Levels (E), 469, 733, 735
Sara Lee Corp. (E), 681 Inventory (E), 175, 472; (GE), 185–187 Enriched Early Education (IE), 2
SmartWool (BE), 376, 377, 380 Mail Order (E), 16 Entrance Exams (BE), 215–217; (E), 237, 299–300; (JC), 337
Sony Corporation (IE), 743–744, 748 Maintenance Costs (E), 328 Freshman 15 Weight Gain (E), 803–804
Starbucks (IE), 8 Overhead Costs (E), 42 GPA (E), 15, 141
Suzuki (E), 594 Packaging (E), 137, 206; (GE), 217–219, 222–224 Graduates and Graduation Rates (E), 84, 303, 594
Systemax (E), 358 Product Distribution (E), 41–42, 47, 297, 325, 432 High School Dropout Rates (E), 297
Target Corp. (E), 681 Productivity and Efficiency (E), 42, 737 Ithaca Times (IE), 76
Texaco-Pennzoil (P), 822–824 Sales Order Backlog (E), 42 Learning Disabilities (EIA), 11
Tiffany & Co. (P), 678 Shipping (BE), 336; (E), 203; (GE), 185–186, 222–224 Literacy and Illiteracy Rates (E), 141, 594
Time-Warner (BE), 274–275 Storage and Retrieval Systems (E), 738 MBAs (E), 15, 45, 325, 329
Toyota (BE), 668; (E), 137, 504, 681 Tracking (BE), 336; (E), 48; (IE), 7, 835 Online Education (EIA), 418
Trax (EIA), 768 Waiting Lines (E), 267, 734; (IE), 228–229, 598; (JC), 191 Rankings of Business Schools (E), 141
UPS (IE), 835 Reading Ability and Height (IE), 106
Visa (IE), 395–396 Stanford University (IE), 192
Wal-Mart (E), 438, 590, 592, 636, 685 E-Commerce Statistics Grades (IE), 449
Western Electric (IE), 751 Advertising and Revenue (E), 133 Test Scores (BE), 215–217; (E), 15, 91, 170, 237, 327, 433,
Whole Foods Market (BE), 663; (IE), 643–646, 662, 673 Internet and Globalization (E), 511 505–506, 509, 733, 801; (JC), 208, 213
WinCo Foods (E), 438–439 Internet Sales (E), 93, 326, 469, 474, 501, 688, 735 Traditional Curriculums (E), 427
Yahoo (E), 682; (IE), 22–23 Online Businesses (BE), 376–377, 380; (E), 140, 173–174, 204, University at California Berkeley (BE), 33; (E), 83, 48
Zenna’s Café (EIA), 77 299–300, 325, 472, 474, 501, 681, 735 (EIA), 319, 291, 462;
Zillow.com (IE), 555–556 (IE), 7–8, 19–20, 97–98, 309
Online Sales and Blizzards, 133 Energy
Product Showcase Websites (IE), 20–25 Batteries (E), 204–205, 363, 505
Consumers Search Engine Research (IE), 21–25 Energy Use (E), 510–511; (P), 294
Categorizing Consumers (E), 471, 474, 734; (IE), 6–7, 248–249 Security of Online Business Transactions (E), 174–175, Fuel Economy (E), 16, 90, 135, 268, 365, 433, 470, 505, 506,
Consumer Confidence Index (CCI) (IE), 277 474, 734 509, 547–548, 733, 741; (IE), 220, 396, 526–528; (JC), 60,
Consumer Groups (E), 328, 364, 433 Special Offers via Websites (EIA), 386; (IE), 6–8; (P), 96; (P), 131
Consumer Loyalty (E), 325; (IE), 2, 514; (JC), 378; 323–324 Gas Prices and Consumption (E), 86–90, 94, 360, 429, 470,
(P), 324, 466 Tracking Website Hits (E), 204, 207, 240, 323–324, 732; (IE), 683–685, 687–688; (IE), 517
Consumer Perceptions About a Product (E), 471; (IE), 598–599 21–25 Heat for Homes (GE), 616–620
Consumer Price Index (CPI) (E), 235, 590, 592, 636, Web Design, Management, and Sales (E), 174, 325, 732, Oil (E), 42, 688–689, 825–826; (IE), 517–519
678–679, 684 827–828; (IE), 310, 374 Renewable Energy Sources (P), 540
Consumer Research (IE), 97–98, 255, 792–793 Wind Energy (E), 364, 436; (IE), 523–524; (P), 540
Consumer Spending (E), 140; (GE), 64–65, 104–105, 401–406;
(IE), 404; (P), 466 Economics
Customer Databases (E), 16, 92, 238, 264; (IE), 2–12, 21–22, Cost of Living (E), 141, 508; (P), 131 Environment
148–149, 831, 836; (JC), 29; (P), 15, 323–324 Dow Jones Industrial Average (GE), 446–448; (IE), Atmospheric Levels of Carbon Dioxide (E), 501
Customer Satisfaction (E), 207–208, 328, 635; (EIA), 11, 629 305–307, 442 Clean Air Emissions Standards (E), 303, 391
Customer Service (E), 268; (EIA), 11, 259; (IE), 2 Forecasting (E), 172; (IE), 277 Conservation Projects (EIA), 259
Detecting the Housing Bubble (P), 82 Gross Domestic Product (E), 138–139, 141, 477–478, 544, El Niño (E), 142
Restaurant Patrons (JC), 248 552–553, 589, 635–636, 805; (EIA), 629, 669; (IE), 476; Emissions/Carbon Footprint of Cars (E), 137–138, 328,
Shopping Patterns (E), 82–83 (P), 539 805–806
Growth Rates of Countries (E), 476–477 Environmental Causes of Disease (E), 431
Human Development Index (E), 544, 553 Environmental Defense Fund (BE), 342
Demographics
Inflation Rates (BE), 453–454, 456; (E), 138, 473 Environmental Groups (E), 301
Age (E), 359, 543–545; (GE), 457–459; (IE), 456–461
Organization for Economic Cooperation and Development (E), Environmental Protection Agency (BE), 342; (E), 16, 138, 234,
Average Height (E), 234; (JC), 220
552, 589 266, 506, 805
Birth and Death Rates (E), 142, 431, 503
Personal Consumption Expenditures (EIA), 629 Environmental Sustainability (E), 510
Income (E), 46–47, 594, 682–683, 806; (IE), 829, 831, 838–839;
U.S. Bureau of Economic Analysis (E), 476–477; (EIA), 629 Global Warming (E), 170–171, 266, 327–328, 429; (P), 499
(JC), 60, 96; (P), 539–540
Views on the Economy (E), 41–42, 301, 325, 327; (IE), Greenhouse Gases (E), 142, 499
Lefties (E), 207
277–279 Hurricanes (E), 93, 429–430, 546
Life Expectancy (E), 552, 594, 638–639; (IE), 107, 121
Ozone Levels (E), 90, 506–507
Marital Status (E), 544, 548–549
Education Pollution Control (E), 177, 303, 328, 363, 589, 738
Murder Rate (E), 594
Academic Research and Data (E), 469 Toxic Waste (E), 266
Paralyzed Veterans dataset (P), 387
Population (JC), 535; (P), 539 ACT, Inc. (E), 299
Race/Ethnicity (E), 470, 802 Admissions, College (BE), 33; (E), 15, 45, 48, 141, 505–506 Ethics
U.S. Census Bureau (E), 47, 203, 238, 470; (EIA), 629; (IE), 9, 247, College Choice and Birth Order (E), 471 Bias in Company Research and Surveys (E), 263–269; (EIA), 259;
831; (JC), 60, 248; (P), 539 College Courses (E), 735 (IE), 254–257
Using Demographics in Business Analysis (EIA), 844; (IE), 602, College Social Life (JC), 461 Bossnapping (E), 295; (GE), 284–285; (JC), 286
831; (P), 632 College Tuition (E), 93, 96, 593; (IE), 76 Business Ethics (E), 301, 329
xxiv Index of Applications

Employee Discrimination (E), 470–471, 736; (EIA), 580, Blue Chip Stocks (E), 828 Seafood (E), 141–142, 268, 472
725–726 Bonds (E), 473; (IE), 305–306 Wine (E), 83, 87, 588–589, 733–734; (EIA), 629
False Claims (EIA), 199 Brokerage Firms (E), 469, 473; (EIA), 11 Yogurt (E), 429, 738
Housing Discrimination (E), 266, 475 CAPE10 (BE), 221; (IE), 210; (P), 233
Misleading Research (EIA), 11 Currency (BE), 651–652, 654, 657; (E), 236–237, 300; (IE), 6–7 Games
Sweatshop Labor (IE), 258 Dow Jones Industrial Average (BE), 212; (E), 138; (GE), 447; (IE), Cards (E), 174–175; (IE), 150–151
305–307, 313, 442–443 Casinos (E), 174–175, 205, 324, 363
Famous People Financial Planning (E), 15–17 Computer Games (E), 547
Armstrong, Lance (IE), 528 Gold Prices (IE), 152 Dice (E), 469; (IE), 332–333
Bernoulli, Daniel (IE), 191–192 Growth and Value Stocks (P), 202 Gambling (E), 363, 773; (P), 499
Bonferroni, Carlo, 712 Hedge Funds (IE), 441–442 Jigsaw Puzzles (GE), 252–253
Box, George (IE), 212 Investment Analysts and Strategies (BE), 189–190; (E), 473; Keno (IE), 150–151
Castle, Mike (IE), 271 (GE), 276–277; (P), 294 Lottery (BE), 151, 184; (E), 170, 470, 773; (IE), 152
Cohen, Steven A. (IE), 441–442 London Stock Exchange (IE), 331 Odds of Winning (E), 174, 363, 470
Deming, W. Edward (IE), 744–745, 767–768 Market Sector (IE), 528 Roulette (E), 172
De Moivre, Abraham (IE), 211 Moving Averages (BE), 650–652; (E), 680; (IE), 649–651
Descartes, Rene (IE), 101 Mutual Funds (E), 16, 86, 91, 93, 134, 140, 236–238, 326,
Dow, Charles (IE), 305 434–435, 503, 828; (IE), 2, 6; (P), 132, 202 Government, Labor, and Law
Edgerton, David (BE), 604 NASDAQ (BE), 68 AFL-CIO (E), 590
Fairbank, Richard (IE), 693 NYSE (IE), 68, 70, 209–210 City Council (E), 301
Fisher, Sir Ronald (IE), 125, 339, 374 Portfolio Managers (E), 50, 329 European Union (IE), 9
Galton, Sir Francis (BE), 112 Price/Earnings and Stock Value (P), 233 Fair and Accurate Credit Transaction Act (IE), 148
Gates, Bill (IE), 55 Public vs. Private Company (BE), 604; (IE), 331–332 Food and Agriculture Organization of the United
Gosset, William S. (BE), 196; (IE), 331–332, 338–342 Stock Market and Prices (E), 16, 44, 172, 236–237, 239, 295, Nations (E), 94
Gretzky, Wayne (E), 87 329, 393, 680–683; (GE), 66–67; (IE), 6, 50–54, 56–57, Government Agencies (E), 546, 806; (IE), 9, 49
Howe, Gordie (E), 87 65–66, 70–73, 75, 105, 150, 153, 305–306, Immigration Reform (E), 473
Ibuka, Masaru (IE), 743 649–650; (JC), 151, 413; (P), 132 IRS (E), 174, 302, 364
Jones, Edward (IE), 305 Stock Returns (E), 238, 329, 434–435, 476, 736; (IE), 442 Jury Trials (BE), 310; (E), 328; (IE), 308–310, 375, 381
Juran, Joseph (IE), 744 Stock Volatility (IE), 50–51, 68 Labor Productivity and Costs (E), 506
Kellogg, John Harvey and Will Keith (IE), 513 Student Investors (E), 298, 299, 327 Minimum Wage (E), 46–47
Kendall, Maurice (BE), 792 Trading Patterns (E), 469; National Center for Productivity (E), 93
Laplace, Pierre-Simon (IE), 334 (GE), 446–448; (IE), 57, 70–71, 442, 450 Protecting Workers from Hazardous Conditions (E), 733
Legendre, Adrien-Marie (BE), 109, 113 Venture Capital (BE), 197 Settlements (P), 822–823
Likert, Rensis (IE), 779 Wall Street (IE), 441 Social Security (E), 170
Lockhart, Denis (BE), 647 Wells Fargo/Gallup Small Business Index (E), 42 Unemployment (E), 89, 94–95, 503–504, 510, 689
Lowell, James Russell (IE), 313 United Nations (BE), 792; (E), 503, 510–511, 545,
734, 805
MacArthur, Douglas (IE), 744 Food/Drink
MacDonald, Dick and Mac (BE), 604 U.S. Bureau of Labor Statistics (E), 506, 586, 682, 734, 736
Alcoholic Beverages (E), 295
Mann, H. B. (BE), 782 U.S. Department of Labor (E), 46
Apples (E), 299–300
Martinez, Pedro (E), 636 U.S. Fish and Wildlife Service (E), 265
Baby Food (IE), 744
McGwire, Mark (E), 87 U.S. Food and Drug Administration (E), 772
Bananas (E), 681
McLamore, James (BE), 604 U.S. Geological Survey (BE), 525
Candy (BE), 748, 752, 757–760, 766–767
Morita, Akio (IE), 743 U.S. Securities and Exchange Commission (IE), 441; (P), 132
Carbonated Drinks (E), 41, 388
Morris, Nigel (IE), 693 Zoning Laws (IE), 280
Cereal (BE), 397; (E), 428, 639, 733, 739–740, 802; (GE),
Obama, Michelle (JC), 657 217–219; (IE), 225, 514–516
Pepys, Samuel (IE), 745 Coffee (E), 135–136, 683; (EIA), 77; (JC), 274 Human Resource Management/Personnel
Sagan, Carl (IE), 378 Company Cafeterias and Food Stations (E), 360; (JC), 400 Assembly Line Workers (E), 430
Sammis, John (IE), 809–810 Farmed Salmon (BE), 342, 352 Employee Athletes (E), 437
Sarasohn, Homer (IE), 744, 745 Fast Food (E), 266, 472–473, 594; (IE), 604–605; (P), 263 Flexible Work Week (BE), 789
Savage, Sam (IE), 192 Food Consumption and Storage (E), 94; (GE), 31–32; (JC), 400 Hiring and Recruiting (E), 42, 268, 297, 303; (IE), 513
Shewhart, Walter A. (IE), 745, 746, 768–769 Food Prices (E), 681, 683 Human Resource Accounting (IE), 779
Spearman, Charles (IE), 122, 794 Hot Dogs (E), 427 Human Resource Data (E), 174, 264, 475; (IE), 779
Starr, Cornelius Vander (IE), 49 Ice Cream Cones (E), 135 Job Interviews (E), 203
Street, Picabo (IE), 623–624, 626 Irradiated Food (E), 301 Job Performance (E), 134; (IE), 33, 258
Taguchi, Genichi, 124 Milk (E), 772; (IE), 744; (JC), 400 Job Satisfaction (E), 206, 207, 238, 268, 431, 475, 803
Tukey, John W. (IE), 63 Nuts (E), 469–470 Mentoring (E), 474
Tully, Beth (EIA), 77 Opinions About Food (E), 472–473; (GE), 31–32; (JC), 461; Promotions (E), 206
Twain, Mark (IE), 442 (P), 263 Ranking by Seniority (IE), 8
Whitney, D. R. (BE), 782 Oranges (E), 553 Rating Employees (JC), 413
Wilcoxon, Frank (BE), 781 Organic Food (E), 427, 801; (EIA), 259, 320 Relocation (E), 179
Zabriskie, Dave (IE), 528 Pet Food (E), 47; (IE), 744 Shifts (E), 737
Pizza (E), 87–88, 136, 433, 635; (IE), 524–525; (P), 498–499 Staff Cutbacks (IE), 255
Finance and Investments Popcorn (E), 393 Testing Job Applicants (E), 388, 430
Annuities (E), 473 Potatoes (E), 205 Training (E), 234, 735
Assessing Risk (E), 41, 389, 473; (IE), 147–148, 287 Salsa (E), 268 Worker Productivity (E), 93, 437, 737
 
Index of Applications xxv

Insurance Market Demand (E), 44, 177, 267; (GE), 252–253; (IE), 287–288; Drinking and Driving (E), 266
Auto Insurance and Warranties (E), 173, 301, 469 (P), 294 Drug Tests and Treatments (E), 389, 430, 804; (IE), 2, 396; (JC), 310
Fire Insurance (E), 173 Marketing Costs (E), 44 Freshman 15 Weight Gain (E), 803
Health Insurance (E), 48, 264, 302; (IE), 832; (JC), 560; (P), 466 Marketing New Products (E), 325–326, 328–329, 429; (GE), Genetic Defects (E), 300
Hurricane Insurance (E), 207 156–158; (IE), 287 Health and Education Levels (E), 733
Insurance Company Databases (BE), 108, 375; (E), 48; (IE), 75; Marketing Slogans (E), 434 Health Benefits of Fish (E), 472
(JC), 10, 17 Marketing Strategies (E), 177, 203; (GE), 701–702; (IE), Hearing Aids (E), 734
Insurance Costs (BE), 375; (E), 41–42; (IE), 184–189 456–459, 516, 696 Heart Disease (E), 41; (IE), 55
Insurance Profits (E), 89; (GE), 345–347, 349–350; (IE), 49, 187, Market Research (E), 41–42, 264–265, 326, 360, 432; (GE), Hepatitis C (E), 46
347–348 31–32, 401–403; (IE), 243–244, 246, 251, 696; (P), 262 Herbal Compounds (E), 15
Life Insurance (E), 552, 638; (IE), 181–189 Market Share (E), 41 Hormones (GE), 790–791
Medicare (E), 327 Online Marketing (IE), 696 Hospital Charges and Discharges (E), 48
National Insurance Crime Bureau (E), 137 Researching Buying Trends (E), 177; (GE), 407–410; (IE), 7, 20, Lifestyle and Weight (IE), 220
Online Insurance Companies (E), 435–436, 804 158–159, 249, 286–288, 406, 695; (JC), 163, 197; (P), 206 Medical Tests and Equipment (EIA), 580; (IE), 380; (JC), 560
Property Insurance (GE), 345–347, 349–350; (JC), 10 Researching New Store Locations (E), 250; (JC), 197 Number of Doctors (IE), 107
Sales Reps for Insurance Companies (BE), 348; (E), 140; Web-Based Loyalty Program (P), 324 Nutrition Labels (E), 514, 639; (IE), 515–516, 604–605
(GE), 346–347, 349–350; (IE), 347, 348 Orthodontist Costs (E), 203
Tracking Insurance Claims (E), 137; (P), 823–824 Patient Complaints (E), 777
Media and Entertainment
Travel Insurance (GE), 818–819; (P), 823–824 Pharmaceutical Companies (E), 302, 326, 547
British Medical Journal (E), 471, 805
Placebo Effect (E), 324, 388; (IE), 703
Broadway and Theater (E), 17, 45, 586–588
Public Health Research (IE), 694
Management Business Week (E), 15, 40, 85; (IE), 97
Respiratory Diseases (E), 41
Data Management (IE), 2, 9–10 Cartoons (IE), 33, 191, 254, 258, 283
Side Effects of a Drug (E), 206
Employee Management (IE), 33 Chance (E), 805
Smoking (E), 299
Hotel Management (BE), 604 Chicago Tribune (IE), 243
Teenagers and Dangerous Behaviors (E), 389, 805; (IE), 34
Management Consulting (E), 173 CNN Money, 190
Vaccinations (E), 296
Management Styles (E), 475–476 Concertgoers (E), 295
Vision (E), 299
Marketing Managers (E), 177, 508, 734, 736; (P), 324 Consumer Reports (E), 16, 325, 427, 471, 505
Vitamins (E), 240, 302; (IE), 2
Middle Managers (E), 736; (JC), 461 Cosmopolitan (BE), 452
World Health Organization (IE), 9
Production Managers (E), 391 The Economist (BE), 452
Product Managers (P), 498 Errors in Media Reporting (IE), 243
Project Management (E), 268 Financial Times (E), 15, 681 Politics and Popular Culture
Restaurant Manager (JC), 461 Forbes (E), 95; (IE), 528 2008 Elections (E), 396
Sales Managers (E), 508, 736 Fortune (BE), 74; (E), 15, 40, 475, 508; (IE), 243; (P), 822 Attitudes on Appearance (GE), 457–459; (IE), 456–457
Globe & Mail (GE), 790 Candidates (BE), 310
The Guardian (E), 295 Cosmetics (IE), 456–460
Manufacturing Journal of Applied Psychology (E), 432 Election Polls (E), 266, 301; (IE), 243, 246, 255, 279–280
Adhesive Compounds, 772 Lancet (E), 472 Fashion (BE), 159, 162; (EIA), 259; (IE), 441; (JC), 657; (P), 678
Appliance Manufacturers (E), 328, 588 Le Parisien (GE), 284 Governor Approval Ratings (E), 303
Assembly Line Production (BE), 604 Magazines (BE), 452; (E), 15, 40–41, 48, 264, 300, 328; (IE), 97 Pets (E), 47; (IE), 694–695; (JC), 695, 698, 704, 712
Camera Makers (E), 176 Medical Science in Sports and Exercise (E), 437 Playgrounds (E), 267
Car Manufacturers (E), 300, 325, 469, 733; (IE), 746 Moneyball, 3 Political Parties (E), 170, 206; (EIA), 844
Ceramics (E), 135 Movies (E), 45–47, 502, 686 Readiness for a Woman President (E), 302, 506, 684
Computer and Computer Chip Manufacturers (E), 206, Newspapers (E), 15, 40–41, 44, 295; (EIA), 537; (GE), 284 Religion (E), 265
328–329, 776; (IE), 163, 748–749 Paris Match (GE), 285 Roller Coasters in Theme Parks (IE), 597–602, 607–611
Cooking and Tableware Manufacturers (IE), 479–480 Science (E), 48; (P), 499 Tattoos (E), 46
Drug Manufacturers (E), 177, 238, 389 Sports Illustrated (BE), 452 Titanic, sinking of (E), 176, 470, 475
Exercise Equipment (E), 437 Television (E), 207, 266; (IE), 107–108, 255–256 Truman vs. Dewey (IE), 243, 255
Injection Molding (E), 736 Theme Parks (E), 16, 267
Manufacturing Companies and Firms (E), 476, 737 Variety (E), 586
Metal Manufacturers (GE), 486; (IE), 479–480; (P), 323–324 The Wall Street Journal (E), 15, 40, 85, 298 Quality Control
Cuckoo Birds (E), 804
Product Registration (IE), 248, 255 WebZine (E), 328
Food Inspection and Safety (E), 266, 268, 301; (GE), 31–32;
Prosthetic Devices (GE), 760–763
(IE), 248
Silicon Wafer (IE), 339, 748–749, 753, 764–766
Pharmaceuticals, Medicine, and Health Product Defects (E), 137, 204, 206, 300, 303, 325, 469, 774–775;
Stereo Manufacturers (GE), 222–224
Accidental Death (E), 41 (IE), 774; (P), 323–324
Tire Manufacturers (E), 173, 238, 437–438
AIDS (IE), 2 Product Inspections and Testing (E), 91, 175, 206–207, 236, 241,
Toy Manufacturers (E), 42, 173; (IE), 744
Aspirin (JC), 310 265, 298, 301, 429, 437, 469, 732, 738–739, 801; (IE), 124,
Vacuum Tubes (IE), 744
Binge Drinking (E), 299 331–332, 597, 746; (P), 730
Blood Pressure (E), 41, 177, 547; (IE), 105 Product Ratings and Evaluations (E), 16, 172, 325–326, 430,
Marketing Blood Type (E), 174, 206; (GE), 195 635–637; (IE), 598
Chamber of Commerce (IE), 280 Body Fat Percentages (E), 547; (JC), 560 Product Recalls (E), 206
Direct Mail (BE), 288; (E), 301; (EIA), 844; (GE), 701–702, Cancer (E), 41, 472; (IE), 125 Product Reliability (E), 179, 471, 774; (IE), 598
720–723; (IE), 288, 696, 715–717, 829, 831; (P), 324 Centers for Disease Control and Prevention (E), 41, 544; (IE), 34 Repair Calls (E), 205
Global Markets (P), 170 Cholesterol (E), 177, 238, 358 Six Sigma (IE), 768
International Marketing (E), 41–42, 47, 177, 265; (GE), 31–32, Colorblindness (E), 549 Taste Tests (E), 635–637, 733; (IE), 703
156–158 Cranberry Juice and Urinary Tract Infections (E), 471 Warranty on a Product (E), 176
xxvi Index of Applications

Real Estate
Commercial Properties (BE), 784, 786, 794; (GE), 533–536
Comparative Market Analyses (E), 89, 303, 437
Fair Housing Act of 1968 (E), 475
Foreclosures (E), 299, 361, 802; (GE), 276–277
Home Buyers (IE), 257, 555
Home Ownership (E), 328
Home Sales and Prices (BE), 62, 68–69, 621; (E), 44, 92, 94,
135, 170, 173, 178, 206, 364, 437, 502, 549, 588–590; (GE),
565–569, 576–578, 616–620; (IE), 162, 555–563, 569–573,
579, 615, 621–622; (P), 304, 357, 423, 798–799
Home Size and Price (E), 138; (GE), 119–121
Home Values (E), 295, 361, 435, 437, 504; (GE), 565–569;
(IE), 555–556
Housing Development Projects (EIA), 820–821
Housing Industry (E), 364–365, 435; (EIA), 820–821
Housing Inventory and Time on Market (E), 93, 394;
(GE), 576–578
MLS (E), 93
Real Estate Websites (IE), 555–556
Renting (E), 475
Standard and Poor’s Case-Shiller Home Price Index (E), 94
Zillow.com real estate research site (GE), 565; (IE), 555–556
Salary and Benefits
Assigned Parking Spaces (JC), 461
Companionship and Non-medical Home Services (EIA), 495
Day Care (E), 296
Employee Benefits (E), 302, 328
Executive Compensation (E), 134–135, 361; (IE), 72–74, 230,
343–344
Hourly Wages (E), 508, 736
Pensions (IE), 182
Raises and Bonuses (E), 17, 736; (IE), 6–7
Salaries (BE), 74; (E), 133, 135–137, 586–588, 590, 734; (EIA),
580; (IE), 449, 579
Training and Mentorship Programs (EIA), 495
Sales and Retail
Air Conditioner Sales (E), 135
American Girl Sales (E), 42
Book Sales and Stores (E), 132–134, 469, 472
Campus Calendar Sales (E), 44
Car Sales (E), 86, 93, 136
Catalog Sales (BE), 576; (E), 16, 300; (IE), 705, 707–708;
(JC), 657
Closing (E), 206
Clothing Stores (BE), 376, 377, 380, 558–559; (E), 159
Coffee Shop (E), 135–136, 264, 469; (EIA), 77; (JC), 274
Comparing Sales Across Different Stores (E), 428
Computer Outlet Chain (JC), 110
Department Store (E), 47
Food Store Sales (BE), 84, 89, 301, 427; (EIA), 259, 320
Friendship and Sales (GE), 407–410, 784–785; (IE), 406
Gemstones (BE), 516, 519, 522, 525–526, 530, 531, 602–606,
611–612, 615–616, 626–627, 793
International Sales (JC), 535
Monthly Sales (E), 680
Music Stores (E), 82; (IE), 705, 707–708, 710–711
New Product Sales (IE), 396
Number of Employees (JC), 110, 118
Optometry Shop (JC), 29
Paper Sales (IE), 33
Predicted vs. Realized Sales (E), 17; (EIA), 580
Promotional Sales (E), 173, 326–327; (GE), 401–405; (IE),
158–159, 396–397, 403
Quarterly Sales and Forecasts (BE), 663; (E), 680, 683, 685; (GE),
658–661, 669–671; (IE), 644, 661–669; (P), 678
Regional Sales (BE), 443; (E), 137
Retail and Wholesale Sales (E), 268
Retail Price (GE), 486–488; (IE), 480, 490–494; (JC), 535; (P),
498–499
Sales Costs and Growth (E), 44
Sales Representatives (E), 470; (EIA), 580
Seasonal Spending (E), 511, 683, 685; (GE), 413–416;
(IE), 645–646, 663–664
Secret Sales (E), 173
Shelf Location and Sales (E), 429, 739–740; (IE), 2, 516
Shopping Malls (IE), 257; (JC), 274
U.S. Retail Sales and Food Index (E), 590, 592–593
Weekly Sales (E), 427, 433; (IE), 524–525
Yearly Sales (E), 549–550, 681
Science
Aerodynamics (IE), 248
Biotechnology Firms (E), 300–301
Chemical Industry (E), 301
Chemicals and Congenital Abnormalities (E), 327
Cloning (E), 300
Cloud Seeding (E), 435
Contaminants and Fish (BE), 342; (E), 268
Gemini Observatories (E), 773
IQ Tests (E), 234, 236, 237, 732; (IE), 125
Metal Alloys (IE), 479
Psychology Experiments (BE), 703; (E), 732–733
Research Grant Money (EIA), 11
Soil Samples (E), 266
Space Exploration (E), 267
Temperatures (E), 142; (IE), 725
Testing Food and Water (E), 266, 429, 503
Units of Measurement (E), 268; (IE), 8n, 527, 612
Service Industries and Social Issues
American Association of Retired People (E), 303
American Heart Association (IE), 513
American Red Cross (E), 174; (GE), 195–196
Charities (E), 303; (IE), 381; (P), 357–358
Firefighters (IE), 126
Fundraising (E), 297–298
Nonprofit and Philanthropic Organizations (E), 92, 238,
297–298, 303, 392; (GE), 195–196; (IE), 9, 19–20, 245, 779,
829; (P), 357–358, 632
Paralyzed Veterans of America (IE), 245, 829; (P), 632
Police (E), 363–364, 470–471, 586–588
Service Firms (E), 476
Volunteering (EIA), 77
Sports
Baseball (E), 17, 87, 136–137, 139–140, 265, 430, 435,
636–637, 772, 777–778, 802–803, 805; (GE), 317–318; (IE),
3, 150; (JC), 191
Basketball (E), 773
Cycling (E), 175, 205, 680, 828; (EIA), 768; (IE), 528
Exercise (general) (E), 238, 431, 437
Fishing (E), 204, 358
Football (E), 136, 506; (IE), 20–21
Golf (E), 88–89, 365, 434; (P), 584
Hockey (E), 87
Indianapolis 500 (E), 16
Kentucky Derby (E), 16–17, 90
NASCAR (E), 235
Olympics (E), 42–43, 433–434, 732; (IE), 626–628
Pole Vaulting (E), 772
Running (E), 433–434; (IE), 528
Sailing (E), 802
Skiing (E), 393, 680; (IE), 626–628
Super Bowl (IE), 20–21
Swimming (E), 235, 434, 732
Tennis (E), 240
Surveys and Opinion Polls
Company Surveys (E), 264, 302, 475–476
Consumer Polls (E), 170, 175–176, 206, 264–268, 301–303,
328, 471–474, 734; (EIA), 259, 462; (GE), 457; (IE), 244, 249,
253–257, 780; (JC), 163, 197, 248, 252, 274; (P), 170, 262–263
Cornell National Social Survey (CNSS) (BE), 490
Gallup Polls (BE), 453–454, 456, 460; (E), 175, 266–268, 301,
327, 358, 506, 684; (IE), 243–244, 278–279; (P), 294
International Polls (E), 301–302, 472; (IE), 456–460
Internet and Email Polls (E), 15–16, 83, 84, 266, 296, 297–298,
303, 735; (GE), 156; (JC), 248; (P), 262–263
Mailed Surveys (BE), 288; (E), 264, 300; (GE), 156; (IE), 255, 288
Market Research Surveys (E), 44, 47, 173–174, 264–268, 297,
326, 827; (GE), 31–32, 156, 252; (IE), 25, 244–247, 250, 257;
(P), 262–263
Newspaper Polls (E), 266–267, 303
Public Opinion Polls (BE), 288–289; (E), 41–42, 47, 173–177,
266–268, 299, 475–476; (GE), 31–32, 284–285; (IE), 25–27,
243–244, 247, 249–250, 253–254, 278–280; (JC), 286, 413
Student Surveys (E), 15–16, 301, 471; (GE), 252–253; (IE), 2, 7,
11; (JC), 413, 461
Telephone Surveys (E), 173–174, 177, 207, 295, 296, 327, 490;
(GE), 158; (IE), 152, 243–244, 246, 255–257, 289; (JC), 197
Technology
Cell Phones (E), 135, 207, 236, 241, 267, 295, 363, 734; (IE),
121–122, 257, 312
Compact Discs (E), 303
Computers (BE), 7; (E), 175, 179, 266, 295, 363, 429, 511; (GE),
185–186; (IE), 246, 249; (P), 771; (TH), 37–39, 261
Digital music (E), 302
Downloading Movies or Music (BE), 51–52, 67, 71; (E), 82, 301,
303; (JC), 351
DVDs (E), 773; (IE), 807–808
E-Mail (E), 174, 300
Flash Drives (IE), 33
Hard Drives (E), 132, 133
Help Desk (IE), 808–809, 815–817
Impact of the Internet and Technology on Daily Life (E), 476
Information Technology (E), 326, 428, 472, 475; (P), 823–824
Internet Access (BE), 696; (E), 267, 433, 735
iPods and MP3 Players (E), 89, 295, 776; (JC), 60
LCD screens (BE), 227; (E), 206
Managing Spreadsheet Data (TH), 14
Multimedia Products (IE), 807–808
Online Journals or Blogs (E), 476
Personal Data Assistant (PDA) (E), 825
Personal Electronic Devices (IE), 163
Product Instruction Manuals (E), 327; (IE), 250
Software (E), 43, 204, 265; (IE), 10, 11, 75, 329, 392
Technical Support (IE), 808, 820
Telecommunications (BE), 444, 450; (E), 173; (IE), 808
 
Index of Applications xxvii
Transportation
Air Travel (BE), 460–461, 809, 811; (E), 172, 203, 235, 268, 295,
326, 362, 546, 549, 687–688, 827; (EIA), 629; (IE), 256, 272;
(JC), 252, 378; (P), 323, 467
Border Crossings (BE), 647–648, 664, 667–668
Cars (BE), 398, 668; (E), 17, 136, 204, 300, 326, 471, 504,
509, 733, 740–741; (EIA), 844; (GE), 786–788; (IE), 514,
614–615, 622, 780, 785–786
Commuting to Work (E), 204; (JC), 220 Traffic Congestion and Speed (E), 234, 239, 299; (IE), 99
Motorcycles (E), 17, 593–594, 640 Travel and Tourism (E), 203, 295, 686; (EIA), 629
National Highway Transportation Safety Administration (BE), U.S. Bureau of Transportation Statistics (E), 362
100; (E), 740–741 U.S. Department of Transportation (BE), 647; (E), 362
Seatbelt Use (E), 240, 324
Texas Transportation Institute (IE), 98; (E), 635
Traffic Accidents (BE), 100, 103, 108, 119
Traffic and Parking (E), 206, 296, 361, 363–364, 635–638
This page intentionally left blank
1 Data and
Decisions

E-Commerce
E-Commerce and mobile commerce have dramatically changed the
way the world shops. Online shoppers can buy clothes, food, even
cars with the click of a mouse and a digital swipe of their credit
card—24 hours a day, 7 days a week. Companies now reach their
customers in ways no one could even imagine just a generation
ago. Online sales in some sectors, such as clothing and electronics,
already account for over 15% of total sales, which is about double
what it was five years ago. U.S. adults, on average, currently spend
about $1200 a year online, but some projections put that number at
nearly $2000 a year by 2016.

The trend in online shopping is worldwide. The amount Australians

spend online is expected to grow by $10B in the next five years.
The research firm Forrester estimates that global digital retailing is
headed toward 15 to 20% of total sales worldwide in the near future.

A few generations ago, many store owners knew their customers

well. With that knowledge, they could personalize their sugges-
tions, guessing which items that particular customer might like.
Online marketers rely on similar information about customers
and potential customers to make decisions. But in today’s digital
age retailers never meet their customers, so, that information has
to be obtained in other ways. How do today’s companies know
which ads to place on your browser or what order to list the
websites from your search? How do marketers know what to
advertise and to whom?
The answer is …
Data.

1
2 CHAPTER 1 Data and Decisions
1.1
B
“Data is king at Amazon.
­Clickstream and purchase data are
the crown jewels at Amazon. They
help us build features to personalize
the website experience.”
—Ronny Kohavi,
Former Director of Data
Mining and
Personalization,
Amazon.com
“It is the mark of a truly intelligent
person to be moved by statistics.”
—George Bernard Shaw
Q: What is Statistics?
A: Statistics is a way of reason-
ing, along with a collection
of tools and methods, de-
signed to help us understand
the world.
Q: What are statistics?
Statistics (plural) are quanti-
A:
ties calculated from data.
So what is data?
Q:
A: You mean, “what are data?”
Data is the plural form. The
singular is datum.
So, what are data?
Q:
A: Data are values along with
their context.
What Are Data?
usinesses have always relied on data for planning and to improve efficiency
and quality. Now, more than ever before, businesses rely on the information
in data to compete in the global marketplace. Every time you make an on-
line purchase, much more information is actually captured than just the details of
the purchase itself. What pages did you search in order to get to your purchase?
How much time did you spend looking at each? Companies use this information to
make decisions about virtually all phases of their business, from inventory to adver-
tising to website design. These data are recorded and stored electronically, in vast
digital repositories called data warehouses.
In the past few decades these data warehouses have grown enormously in size,
but with the use of powerful computers, the information contained in them is ac-
cessible and used to help make decisions. The huge capacity of these warehouses
has given rise to the term Big Data to describe data sets so large that traditional
methods of storage and analysis are inadequate. Even though the data amounts are
huge, some decisions can be made quickly. When you pay with your credit card,
for example, the information about the transaction is transmitted to a central com-
puter where it is processed and analyzed. A decision whether to approve or deny
your purchase is made and transmitted back to the point of sale, all within a few
seconds. But data alone can’t help you make better business decisions. You must be
able to summarize, model, and understand what the data can tell you. That collec-
tion of tools and its associated reasoning is what we call “Statistics.”
Statistics plays a role in making sense of our complex world in an astonish-
ing number of ways. Statisticians assess the risk of genetically engineered foods
or of a new drug being considered by the Food and Drug Administration (FDA).
Statisticians predict the number of new cases of AIDS by regions of the country
or the number of customers likely to respond to a sale at the supermarket. And
statisticians help scientists, social scientists, and business leaders understand how
unemployment is related to environmental controls, whether enriched early educa-
tion affects the later performance of school children, and whether vitamin C really
prevents illness. Whenever you have data and a need to understand the world or
make an informed decision, you need Statistics.
If we want to analyze student perceptions of business ethics (a question we’ll
come back to in a later chapter), should we administer a survey to every single uni-
versity student in the United States—or, for that matter, in the world? Well, that
wouldn’t be very practical or cost-effective. Instead, we can try to obtain survey
responses from a smaller, representative group of students. Statistics can help us
make the leap from a smaller sample of data we have at hand to an understanding
of the world at large. We talk about the specifics of sampling in Chapter 8, and
the theme of generalizing from the specific to the general is one that we revisit
throughout this book. We hope this text will empower you to draw conclusions
from data and make valid business decisions in response to such questions as:
• Will the new design of our website increase click-through rates and result in
more sales?
• What is the effect of advertising on sales?
• Do aggressive, “high-growth” mutual funds really have higher returns than
more conservative funds?
• Is there a seasonal cycle in your firm’s revenues and profits?
• What is the relationship between shelf location and cereal sales?
• Do students around the world perceive issues in business ethics differently?
• Are there common characteristics about your customers and why they choose
your products?—and, more importantly, are those characteristics the same
among those who aren’t your customers?
Our ability to answer questions such as these and make sound business decisions
with data depends largely on our ability to understand variation. That may not be the
 What Are Data? 3

term you expected to find at the end of that sentence, but it is the essence of Statistics.
The key to learning from data is understanding the variation that is all around us.
Data vary. People are different. So are economic conditions from month to month.
We can’t see everything, let alone measure it all. And even what we do measure, we
measure imperfectly. So the data we wind up looking at and basing our decisions on
provide, at best, an imperfect picture of the world. Variation lies at the heart of what
Statistics is all about. How to make sense of it is the central challenge of Statistics.
Companies use data to make decisions about nearly every aspect of their busi-
ness. By studying the past behavior of customers and predicting their responses,
they hope to better serve their customers and to compete more effectively. This
process of using data, especially of transactional data (data collected for recording
the companies’ transactions), to make decisions and predictions is sometimes called
data mining or predictive analytics. The more general term business analytics (or
sometimes simply analytics) describes any use of data and statistical analysis to drive
business decisions from data whether the purpose is predictive or simply descriptive.
Leading companies are embracing business analytics. Reed Hastings, a former
computer science major, is the founder and CEO of Netflix. Netflix uses analytics on
customer information both to recommend new movies and to adapt the website that
customers see to individual tastes. Netflix offered a $1 million prize to anyone who
could improve on the accuracy of their recommendations by more than 10%. That
prize was won in 2009 by a team of statisticians and computer scientists using data-
mining techniques. The Oakland Athletics use analytics to judge players instead of the
traditional methods used by scouts and baseball experts for over a hundred years. The
book and movie Moneyball document how business analytics enabled them to put to-
gether a team that could compete against the richer teams in spite of the severely lim-
ited resources available to the front office. eBay used analytics to examine its own use
of computer resources. Although not obvious to their own technical people, once they
crunched the data they found huge inefficiencies. According to Forbes, they were able
to “save millions in capital expenditures within the first year.”
To begin to make sense of data, we first need to understand its context.
Whether the data are numerical (consisting only of numbers), alphabetic (consist-
ing only of letters), or alphanumerical (mixed numbers and letters), they are useless
The W’s:
unless we know what they represent. Newspaper journalists know that the lead
Who
paragraph of a good story should establish the “Five W’s”: who, what, when, where,
What
and (if possible) why. Often, we add how to the list as well. Answering these ques-
When
tions can provide a context for data values and make them meaningful. The an-
Where
swers to the first two questions are essential. If you can’t answer who and what, you
Why
don’t have data, and you don’t have any useful information.
We can make the meaning clear if we add the context of who the data are about
and what was measured and organize the values into a data table such as this one.
Table 1.1 shows purchase records from an online music retailer. Each row rep-
resents a purchase of a music album. In general, rows of a data table correspond to
individual cases about which we’ve recorded some characteristics called variables.

Order Number Name State/Country Price Area Code Album Download Gift? Stock ID Artist

105-2686834-3759466 Katherine H. Ohio 5.99 440 Identity N B00000I5Y6 James Fortune & Flya
105-9318443-4200264 Samuel P. Illinois 9.99 312 Port of Morrow Y B000002BK9 The Shins
105-1872500-0198646 Chris G. Massachusetts 9.99 413 Up All Night N B000068ZVQ Syco Music UK
103-2628345-9238664 Monique D. Canada 10.99 902 Fallen Empires N B000001OAA Snow Patrol
002-1663369-6638649 Katherine H. Ohio 11.99 440 Sees the Light N B002MXA7Q0 La Sera

Table 1.1 Example of a data table. The variable names are in the top row. Typically, the Who of the table are found

in the leftmost column.
4 CHAPTER 1 Data and Decisions

Cases go by different names, depending on the situation. Individuals who an-

swer a survey are referred to as respondents. People on whom we experiment
are subjects or (in an attempt to acknowledge the importance of their role in
the experiment) participants, but animals, plants, websites, and other inanimate
subjects are often called experimental units. Often we call cases just what they
are: for example, customers, economic quarters, or companies. In a database, rows are
called ­records—in this example, purchase records. Perhaps the most generic term
is cases. In Table 1.1, the cases are the individual orders.
The column titles (variable names) tell what has been recorded. What does a row
of Table 1.1 represent? Be careful. Even if people are involved, the cases may not cor-
respond to people. For example, in Table 1.1, each row represents a different order
and not the customer who made the purchases (notice that the same person made
two different orders). A common place to find the who of the table is the leftmost col-
umn. It’s often an identifying variable for the cases, in this example, the order number.
If you collect the data yourself, you’ll know what the cases are and how the
variables are defined. But, often, you’ll be looking at data that someone else col-
lected. The information about the data, called the metadata, might have to come
from the company’s database administrator or from the information technology de-
partment of a company. Metadata typically contains information about how, when,
and where (and possibly why) the data were collected; who each case represents; and
the definitions of all the variables.
A general term for a data table like the one shown in Table 1.1 is a spread-
sheet, a name that comes from bookkeeping ledgers of financial information. The
data were typically spread across facing pages of a bound ledger, the book used
by an accountant for keeping records of expenditures and sources of income. For
the accountant, the columns were the types of expenses and income, and the cases
were transactions, typically invoices or receipts. These days, it is common to keep
modest-size datasets in a spreadsheet even if no accounting is involved. It is usu-
ally easy to move a data table from a spreadsheet program to a program designed
for statistical graphics and analysis, either directly or by copying the data table and
pasting it into the statistics program.
Although data tables and spreadsheets are great for relatively small data sets,
they are cumbersome for the complex data sets that companies must maintain
on a day-to-day basis. Try to imagine a spreadsheet from a company the size of
Amazon with customers in the rows and products in the columns. Amazon has
tens of millions of customers and millions of products. But very few customers
have purchased more than a few dozen items, so almost all the entries would
be blank––not a very efficient way to store information. For that reason, vari-
ous other database architectures are used to store data. The most common is a
­relational database.
In a relational database, two or more separate data tables are linked together
so that information can be merged across them. Each data table is a relation because
it is about a specific set of cases with information about each of these cases for all
(or at least most) of the variables (“fields” in database terminology). For example,
a table of customers, along with demographic information on each, is such a rela-
tion. A data table of all the items sold by the company, including information on
price, inventory, and past history, is another relation. Transactions may be held in
a third “relation” that references each of the other two relations. Table 1.2 shows a
small example.
In statistics, analyses are typically performed on a single relation because all
variables must refer to the same cases. But often the data must be retrieved from a
relational database. Retrieving data from these databases may require specific ex-
pertise with that software. In the rest of the book, we’ll assume that the data have
been retrieved and placed in a data table or spreadsheet with variables listed as
columns and cases as the rows.
Another random document with
no related content on Scribd:
 §. 11. Of the Worms of the Spindle.
I promised at the latter end of Numb. 2. to give a more copious
account than there I did of making Worms, when I came to exercise
upon Printing-Press Spindles; and being now arrived to it, I shall
here make good my promise.

¶. 1. The Worms for Printing-Press Spindles must be projected

with such a declivity, as that they may come down at an
assigned progress of the Bar.

The assigned progress may be various, and yet the Spindle do its
office: For if the Cheeks of the Press stand wide assunder, the
sweep or progress of the same Bar will be greater than if they stand
nearer together.
It is confirm’d upon good consideration and Reason as well as
constant experience, that in a whole Revolution of the Spindle, in the
Nut, the Toe does and ought to come down two Inches and an half;
but the Spindle in work seldom makes above one quarter of a
Revolution at one Pull, in which sweep it comes down but half an
Inch and half a quarter of an Inch; and the reason to be given for this
coming down, is the squeezing of the several parts in the Press,
subject to squeeze between the Mortesses of the Winter and the
Mortesses the Head works in; and every Joynt between these are
subject to squeeze by the force of a Pull. As first, The Winter may
squeeze down into its Mortess one third part of the thickness of a
Scabbord. (Allowing a Scabbord to be half a Nomparel thick.)
Secondly, The Ribs squeeze closer to the Winter one Scabbord.
Thirdly, The Iron-Ribs to the Wooden Ribs one Scabbord. Fourthly,
The Cramp-Irons to the Planck of the Coffin one Scabbord. Fifthly,
The Planck it self half a Scabbord. Sixthly, The Stone to the Planck
one Scabbord. Seventhly, The Form to the Stone half a Scabbord.
Eighthly, The Justifyers in the Mortess of the Head three Scabbords.
Ninthly, The Nut in the Head one Scabbord. Tenthly, The Paper,
Tympans and Blankets two Scabbords. Eleventhly, Play for the Irons
of the Tympans four Scabbords. Altogether make fifteen Scabbords
and one third part of a Scabbord thick, which (as aforesaid) by
allowing two Scabbords to make a Nomparel, and as I shewed in
Vol. 2. Numb. 2. §. 2. One hundred and fifty Nomparels to make one
Foot, gives twelve and an half Nomparels for an Inch, and
consequently twenty five Scabbords for an Inch; so by proportion,
fifteen Scabbords and one third part of a Scabbord, gives five eighth
parts of an Inch, and a very small matter more, which is just so much
as the Toe of the Spindle comes down in a quarter of a Revolution.
This is the Reason that the coming down of the Toe ought to be just
thus much; for should it be less, the natural Spring that all these
Joynts have, when they are unsqueez’d, would mount the Irons of
the Tympans so high, that it would be troublesom and tedious for the
Press-man to Run them under the Plattin, unless the Cheeks stood
wider assunder, and consequently every sweep of the Bar in a Pull
exceed a quarter of a Revolution, which would be both laborious for
the Press-man, and would hinder his usual riddance of Work.
I shew’d in Numb. 2. fol. 31, 32, 33, 34, 35. the manner of making a
Screw in general; but assigned it no particular Rise; which for the
aforesaid reason, these Printing-Press Screws are strictly bound to
have: Therefore its assigned Rise being two Inches and an half in a
Revolution, This measure must be set off upon the Cilindrick Shank,
from the top towards the Cube of the Spindle, on any part of the
Cilinder, and there make a small mark with a fine Prick-Punch, and
in an exact Perpendicular to this mark make another small mark on
the top of the Cilinder, and laying a straight Ruler on these two
marks, draw a straight line through them, and continue that line
almost as low as the Cube of the Spindle. Then devide that portion
of the straight line contained between the two marks into eight equal
parts, and set off those equal parts from the two Inch and half mark
upwards, and then downwards in the line so oft as you can: Devide
also the Circumference of the Shank of the Cilinder into eight equal
parts, and draw straight lines through each devision, parallel to the
first upright line; and describe the Screw as you were directed in the
afore-quoted place; so will you find that the revolution of every line
so carried on about the Shank of the Cilinder, will be just two Inches
and an half off the top of the Shank: which measure and manner of
working may be continued downward to within an Inch and an half of
the Cube of the Spindle. This is the Rule and Measure that ought to
be observ’d for ordinary Presses: But if for some by-reasons the
aforesaid Measure of two Inches and an half must be varied, then
the varied Measure must be set off from the top of the Cilinder, and
working with that varied Measure as hath been directed, the Toe of
the Spindle will come down lower in a revolution if the varied
Measure be longer, or not so low if the varied Measure be shorter.
There is a Notion vulgarly accepted among Workmen, that the
Spindle will Rise more or less for the number of Worms winding
about the Cilinder; for they think, or at least by tradition are taught to
say, that a Three-Worm’d Spindle comes faster and lower down than
a four-Worm’d Spindle: But the opinion is false; for if a Spindle were
made but with a Single-Worm, and should have this Measure, viz.
Two Inches and an half set off from the top, and a Worm cut to make
a Revolution to this Measure, it would come down just as fast, and
as low, as if there were two, three, four, five or six Worms, &c. cut in
the same Measure: For indeed, the numbers of Worms are only
made to preserve the Worms of the Spindle and Nut from wearing
each other out the faster; for if the whole stress of a Pull should bear
against the Sholder of a single Worm, it would wear and shake in the
Nut sooner by half than if the stress should be borne by the Sholders
of two Worms; and so proportionably for three, four, five Worms, &c.
But the reason why four Worms are generally made upon the
Spindle, is because the Diameters of the Spindle are generally of
this propos’d size; and therefore a convenient strength of Mettal may
be had on this size for four Worms; But should the Diameter of the
Spindle be smaller, as they sometimes are when the Press is
designed for small Work, only three Worms will be a properer
number than four; because when the Diameter is small, the
thickness of the Worms would also prove small, and by the stress of
a Pull would be more subject to break or tear the Worms either of the
Spindle or Nut.
And thus I hope I have performed the promise here I made at the
latter end of Numb. 2. Whither I refer you for the breadth, and reason
of the breadth of the Worm.

¶. 13. Of the Bar marked B in Plate 8.

This Bar is Iron, containing in length about two Foot eight Inches and
an half, from a to b, and its greatest thickness, except the Sholder,
an Inch and a quarter; The end a hath a Male-Screw about an Inch
Diameter and an Inch long, to which a Nut with a Female-Screw in it
as at C is fitted. The Iron Nut in which this Female-Screw is made,
must be very strong, viz. at least an Inch thick, and an Inch and three
quarters in Diameter; in two opposite sides of it is made two Ears,
which must also be very strong, because they must with heavy blows
be knock’t upon to draw the Sholder of the square shank on the Bar,
when the square Pin is in the Eye of the Spindle close and steddy up
to the Cube on the Spindle. The square Pin of the Bar marked c is
made to fit just into the Eye, through the middle of the Cube of the
Spindle, on the hither end of this square Pin is made a Sholder or
stop to this square Pin, as at d. This Sholder must be Filed exactly
Flat on all its four insides, that they may be drawn close and tight up
to any flat side of the Cube on the Spindle; It is two Inches square,
that it may be drawn the firmer, and stop the steddyer against any of
the flat sides of the said Cube, when it is hard drawn by the strength
of the Female-Screw in the aforesaid Nut at C. The thickness from d
to e of this Sholder is about three quarters of an Inch, and is Bevil’d
off towards the Handle of the Bar with a small Molding.
The substance of this Bar, as aforesaid, is about an Inch and a
quarter; but its Corners are all the way slatted down till within five
Inches of the end: And from these five Inches to the end, it is taper’d
away, that the Wooden-Handle may be the stronger forced and
fastned upon it.
About four Inches off the Sholder, the Bar is bowed beyond a right
Angle, yet not with an Angle, but a Bow, which therefore lies ready to
the Press-man’s Hand, that he may Catch at it to draw the Wooden-
Handle of the Bar within his reach.
This Wooden-Handle with long Working grows oft loose; but then it is
with hard blows on the end of it forced on again, which oft splits the
Wooden-Handle and loosens the square Pin at the other end of the
Bar, in the Eye of the Spindle: To remedy which inconvenience, I
used this Help, viz. To weld a piece of a Curtain-Rod as long as the
Wooden-Handle of the Bar, to the end of the Iron Bar, and made a
Male-screw at the other end with a Female-screw to fit it; Then I
bored an hole quite through the Wooden-Handle, and Turn’d the
very end of the Wooden-Handle with a small hollow in it flat at the
bottom, and deep enough to bury the Iron-Nut on the end of the
Curtain-Rod, and when this Curtain-Rod was put through the Hollow
in the Wooden-Handle and Screwed fast to it at the end, it kept the
Wooden-Handle, from flying off; Or if it loosened, by twisting the Nut
once or twice more about, it was fastned again.

¶. 14. Of the Hose, Garter, and Hose-Hooks.

The Hose are the upright Irons in Plate 8. at a a, They are about
three quarters of an Inch square, both their ends have Male-screws
on them; The lower end is fitted into a square Hole made at the
parting of the Hose-Hooks, which by a square Nut with a Female-
screw in it, is Screwed tight up to them; Their upper ends are let into
square Holes made at the ends of the Garter, and by Nuts with
Female-Screws in them, and Ears to turn them about as at l l are
drawn up higher, if the Plattin-Cords are too loose; or else let down
lower if they are too tight: These upper Screws are called the Hose-
Screws.
The Garter (but more properly the Coller) marked b b, is the round
Hoop incompassing the flat Groove or Neck in the Shank of the
Spindle at e e; This round Hoop is made of two half-round Hoops,
having in a Diametrical-line without the Hoop square Irons of the
same piece proceeding from them, and standing out as far as g g,
These Irons are so let into each other, that they comply and run
Range with the square Sholders at both ends, wherein square Holes
are made at the ends of the Hose. They are Screwed together with
two small Screws, as at h h.
The four Hose-Hooks are marked i i i i, They proceed from two
Branches of an Iron Hoop at k encompassing the lower end of the
Spindle, on either Corner of the Branch, and have notches filled in
their outer-sides as in the Figure, which notches are to contain
several Turns of Whip-cord in each notch, which Whip-cord being
also fastned to the Hooks on the Plattin, holds the Plattin tight to the
Hooks of the Hose.

¶. 15. Of the Ribs, and Cramp-Irons.

The Ribs are delineated in Plate 8. at E, they are made of four

square Irons the length of the Wooden-Ribs and End-Rails, viz. four
Foot five Inches long, and three quarters of an Inch square, only one
end is batter’d to about a quarter of an Inch thick, and about two
Inches and an half broad, in which battering four or five holes are
Punch’t for the nailing it down to the Hind-Rail of the Wooden-Ribs.
The Fore-end is also batter’d down as the Hind-end, but bound
downwards to a square, that it may be nailed down on the outer-side
of the Fore-Rail of the Wooden-Ribs.
Into the bottom of these Ribs, within nine Inches of the middle, on
either side is made two Female-Duftails about three quarters of an
Inch broad, and half a quarter of an Inch thick, which Female-Duftails
have Male-Duftails as at a a a a fitted stiff into them, about an Inch
and three quarters long; and these Male-Duftails have an hole
punched at either end, that when they are fitted into the Female-
Duftails in the Ribs, they may in these Holes be Nailed down the
firmer to the Wooden-Ribs.
Plate 9.
These Ribs are to be between the upper and the under-side exactly
of an equal thickness, and both to lye exactly Horizontal in straight
lines; For irregularities will both Mount and Sink the Cramp-Irons,
and make them Run rumbling upon the Ribs.
The upper-sides of these Ribs must be purely Smooth-fil’d and
Pollish’d, and the edges a little Bevil’d roundish away, that they may
be somewhat Arching at the top; because then the Cramp-Irons Run
more easily and ticklishly over them.
The Cramp-Irons are marked F in Plate 8. They are an Inch and an
half long besides the Battering down at both ends as the Ribs were;
They have three holes Punched in each Battering down, to Nail them
to the Planck of the Coffin; They are about half an Inch deep, and
one quarter and an half thick; their upper-sides are smoothed and
rounded away as the Ribs.

¶. 16. Of the Spindle for the Rounce, described in Plate 9. at a.

The Axis or Spindle is a straight Bar of Iron about three quarters of

an Inch square, and is about three Inches longer than the whole
breadth of the Frame of the Ribs, viz. two Foot two Inches: The
farther end of it is Filed to a round Pin (as at a) three quarters of an
Inch long, and three quarters of an Inch in Diameter; the hither end is
filed away to such another round Pin, but is two Inches and a quarter
long (as at b); at an Inch and a quarter from this end is Filed a
Square Pin three quarters of an Inch long, and within half an Inch of
the end is Filed another round Pin, which hath another Male-Screw
on it, to which is fitted a square Iron Nut with a Female-Screw in it.
On the Square Pin is fitted a Winch somewhat in form like a Jack-
winch, but much stronger; the Eye of which is fitted upon the Square
aforesaid, and Screwed up tight with a Female-Screw. On the
straight Shank of this Winch is fitted the Rounce, marked e.
The round ends of this Axis are hung up in two Iron-Sockets (as at c
c) fastned with Nails (but more properly with Screws) on the outside
the Wooden Frame of the Ribs.
The Girt-Barrel marked d is Turned of a Piece of Maple or Alder-
wood, of such a length, that it may play easily between the two
Wooden Ribs; and of such a diameter, that in one revolution of it,
such a length of Girt may wind about it as shall be equal to half the
length contained between the fore-end Iron of the Tympan, and the
inside of the Rail of the Inner-Tympan; because two Revolutions of
this Barrel must move the Carriage this length of space.
This Barrel is fitted and fastned upon the Iron Axis, at such a
distance from either end, that it may move round between the
Wooden Ribs aforesaid.

¶. 17. Of the Press-Stone.

The Press-Stone should be Marble, though sometimes Master

Printers make shift with Purbeck, either because they can buy them
cheaper, or else because they can neither distinguish them by their
appearance, or know their different worths.
Its thickness must be all the way throughout equal, and ought to be
within one half quarter of an Inch the depth of the inside of the
Coffin; because the matter it is Bedded in will raise it high enough.
Its length and breadth must be about half an Inch less than the
length and breadth of the inside of the Coffin: Because Justifiers of
Wood, the length of every side, and almost the depth of the Stone,
must be thrust between the insides of the Coffin and the outsides of
the Stone, to Wedge it tight and steddy in its place, after the Press-
man has Bedded it. Its upper-side, or Face must be exactly straight
and smooth.
I have given you this description of the Press-Stone, because they
are thus generally used in all Printing-Houses: But I have had so
much trouble, charge and vexation with the often breaking of Stones,
either through the carelesness or unskilfulness (or both) of Press-
men, that necessity compell’d me to consider how I might leave them
off; and now by long experience I have found, that a piece of
Lignum-vitæ of the same size, and truly wrought, performs the office
of a Stone in all respects as well as a Stone, and eases my mind, of
the trouble, charge and vexation aforesaid, though the first cost of it
be greater.

¶. 18. Of the Plattin marked d in Plate 9.

The Plattin is commonly made of Beechen-Planck, two Inches and

an half thick, its length about fourteen Inches, and its breadth about
nine Inches. Its sides are Tryed Square, and the Face or under-side
of the Plattin Plained exactly straight and smooth. Near the four
Corners on the upper-side, it hath four Iron Hooks as at a a a a,
whose Shanks are Wormed in.
In the middle of the upper-side is let in and fastned an Iron Plate
called the Plattin-Plate, as b b b b, a quarter of an Inch thick, six
Inches long, and four Inches broad; in the middle of this Plate is
made a square Iron Frame about half an Inch high, and half an Inch
broad, as at c. Into this square Frame is fitted the Stud of the Plattin
Pan, so as it may stand steddy, and yet to be taken out and put in as
occasion may require.
The Stud marked d, is about an Inch thick, and then spreads wider
and wider to the top (at e e e e) of it, till it becomes about two Inches
and an half wide; and the sides of this spreading being but about half
a quarter of an Inch thick makes the Pan. In the middle of the bottom
of this Pan is a small Center hole Punch’d for the Toe of the Spindle
to work in.

¶. 19. Of the Points and Point-Screws.

The Points are made of Iron Plates about the thickness of a Queen
Elizabeth Shilling: It is delineated at e in Plate 9. which is sufficient to
shew the shape of it, at the end of this Plate, as at a, stands upright
the Point. This Point is made of a piece of small Wyer about a
quarter and half quarter of an Inch high, and hath its lower end Filed
away to a small Shank about twice the length of the thickness of the
Plate; so that a Sholder may remain. This small Shank is fitted into a
small Hole made near the end of the Plate, and Revetted on the
other side, as was taught Numb. 2. Fol. 24. At the other end of the
Plate is filed a long square notch in the Plate as at b c quarter and
half quarter Inch wide, to receive the square shank of the Point-
Screws.
The Point-Screw marked f is made of Iron; It hath a thin Head about
an Inch square, And a square Shank just under the Head, an Inch
deep, and almost quarter and half quarter Inch square, that the
square Notch in the hinder end of the Plate may slide on it from end
to end of the Notch; Under this square Shank is a round Pin filed
with a Male-Screw upon it, to which is fitted a Nut with a Female-
Screw in it, and Ears on its outside to twist about, and draw the Head
of the Shank close down to the Tympan, and so hold the Point-Plate
fast in its Place.

¶. 20. Of the Hammer, described at h, and Sheeps-Foot

described at i in Plate 9.

The Hammer is a common Hammer about a quarter of a Pound

weight; It hath no Claws but a Pen, which stands the Press-man
instead when the Chase proves so big, that he is forced to use small
Quoins.
The Figure of the Sheeps-Foot is description sufficient. Its use is to
nail and un-nail the Balls.
The Sheeps-Foot is all made of Iron, with an Hammer-head at one
end, to drive the Ball-Nails into the Ball-Stocks, and a Claw at the
other end, to draw the Ball-Nails out of the Ball-Stocks.
 ¶. 21. Of the Foot-step, Girts, Stay of the Carriage, Stay of the
Frisket, Ball-Stocks,
Paper-Bench, Lye-Trough, Lye-Brush, Lye-Kettle, Tray to wet
Paper
in, Weights to Press Paper, Pelts, or Leather, Wool or Hair, Ball-
Nails or Pumping-Nails.

The Foot-Step is an Inch-Board about a Foot broad, and sixteen

Inches long. This Board is nailed upon a piece of Timber about
seven or eight Inches high, and is Bevil’d away on its upper-side, as
is also the Board on its under-side at its hither end, that the Board
may stand aslope upon the Floor. It is placed fast on the Floor under
the Carriage of the Press. Its Office shall be shewed when we come
to treat of Exercise of the Press-man.
Girts are Thongs of Leather, cut out of the Back of an Horse-hide, or
a Bulls hide, sometimes an Hogs-hide. They are about an Inch and
an half, or an Inch and three quarters broad. Two of them are used
to carry the Carriage out and in. These two have each of them one of
their ends nailed to the Barrel on the Spindle of the Rounce, and the
other ends nailed to the Barrel behind the Carriage in the Planck of
the Coffin, and to the Barrel on the fore-end of the Frame of the
Coffin.
The Stay of the Carriage is sometimes a piece of the same Girt
fastned to the outside of the further Cheek, and to the further hinder
side of the Frame of the Carriage. It is fastned at such a length by
the Press-man, that the Carriage may ride so far out, as that the
Irons of the Tympan may just rise free and clear off the fore-side of
the Plattin.
Another way to stay the Carriage is to let an Iron Pin into the upper-
side of the further Rail of the Frame of the Ribs, just in the place
where the further hinder Rail of the Carriage stands projecting over
the Rib-Rail, when the Iron of the Tympan may just rise free from the
Fore-side of the Plattin; for then that projecting will stop against the
Iron Pin.
The Stay of the Frisket is made by fastning a Batten upon the middle
of the Top-side of the Cap, and by fastning a Batten to the former
Batten perpendicularly downwards, just at such a distance, that the
upper-side of the Frisket may stop against it when it is turned up just
a little beyond a Perpendicular. When a Press stands at a convenient
distance from a Wall, that Wall performs the office of the aforesaid
Stay.
Ball-Stocks are Turn’d of Alder or Maple. Their Shape is delineated
in Plate 9. at g: They are about seven Inches in Diameter, and have
their under-side Turned hollow, to contain the greater quantity of
Wool or Hair, to keep the Ball-Leathers plump the longer.
The Lye-Trough (delineated in Plate 9. at k) is a Square Trough
made of Inch-Boards, about four Inches deep, two Foot four Inches
long, and one Foot nine Inches broad, and flat in the Bottom. Its
inside is Leaded with Sheet-Lead, which reaches up over the upper
Edges of the Trough. In the middle of the two ends (for so I call the
shortest sides) on the outer-sides as a a, is fastned a round Iron Pin,
which moves in a round hole made in an Iron Stud with a square
Sprig under it, to be drove and fastned into a Wooden Horse, which
Horse I need not describe, because in Plate aforesaid I have given
you the Figure of it.
The Paper-Bench is only a common Bench about three Foot eight
Inches long, one Foot eight Inches broad, and three Foot four Inches
high.
The Lye-Brush is made of Hogs-Bristles fastned into a Board with
Brass-Wyer, for durance sake: Its Board is commonly about nine
Inches long, and four and an half Inches broad; and the length of the
Bristles about three Inches.
To perform the Office of a Lye-Kettle (which commonly holds about
three Gallons) the old-fashion’d Chafers are most commodious, as
well because they are more handy and manageable than Kettles
with Bails, as also because they keep Lye longer hot.
The Tray to Wet Paper in is only a common Butchers Tray, large
enough to Wet the largest Paper in.
The Weight to Press Paper with, is either Mettal, or Stone, flat on the
Bottom, to ly steddy on the Paper-Board: It must be about 50 or 60
pound weight.
For Pelts or Leather, Ball-Nails or Pumping-Nails, Wool or Hair,
Vellom or Parchment or Forrel, the Press-man generally eases the
Master-Printer of the trouble of choosing, though not the charge of
paying for them: And for Paste, Sallad Oyl, and such accidental
Requisites as the Press-man in his work may want, the Devil
commonly fetches for him.

¶. 22. Of Racks to Hang Paper on, and of the Peel.

Our Master-Printer must provide Racks to hang Paper on to Dry.

They are made of Deal-board Battens, square, an Inch thick, and an
Inch and an half deep, and the length the whole length of the Deal,
which is commonly about ten or eleven Foot long, or else so long as
the convenience of the Room will allow: The two upper corners of
these Rails are rounded off that they may not mark the Paper.
These Racks are Hung over Head, either in the Printing-House, or
Ware-house, or both, or any other Room that is most convenient to
Dry Paper in; they are hung athwart two Rails an Inch thick, and
about three or four Inches deep, which Rails are fastned to some
Joysts or other Timber in the Ceiling by Stiles perpendicular to the
Ceiling; These Rails stand so wide assunder, that each end of the
Racks may hang beyond them about the distance of two Foot, and
have on their upper edge at ten Inches distance from one another,
so many square Notches cut into them as the whole length of the
Rail will bear; Into these square notches the Racks are laid parallel
to each other with the flat side downwards, and the Rounded off side
upwards.
The Peel is described in Plate 9. at l, which Figure sufficiently shews
what it is; And therefore I shall need say no more to it, only its
Handle may be longer or shorter according as the height of the
Room it is to be used in may require.
 ¶. 23. Of Inck.

The providing of good Inck, or rather good Varnish for Inck, is none
of the least incumbent cares upon our Master-Printer, though
Custom has almost made it so here in England; for the process of
making Inck being as well laborious to the Body, as noysom and
ungrateful to the Sence, and by several odd accidents dangerous of
Firing the Place it is made in, Our English Master-Printers do
generally discharge themselves of that trouble; and instead of having
good Inck, content themselves that they pay an Inck-maker for good
Inck, which may yet be better or worse according to the Conscience
of the Inck-maker.
That our Neighbours the Hollanders who exhibit Patterns of good
Printing to all the World, are careful and industrious in all the
circumstances of good Printing, is very notorious to all Book-men;
yet should they content themselves with such Inck as we do, their
Work would appear notwithstanding the other circumstances they
observe, far less graceful than it does, as well as ours would appear
more beautiful if we used such Inck as they do: for there is many
Reasons, considering how the Inck is made with us and with them,
why their Inck must needs be better than ours. As First, They make
theirs all of good old Linseed-Oyl alone, and perhaps a little Rosin in
it sometimes, when as our Inck-makers to save charges mingle
many times Trane-Oyl among theirs, and a great deal of Rosin;
which Trane-Oyl by its grossness, Furs and Choaks up a Form, and
by its fatness hinders the Inck from drying; so that when the Work
comes to the Binders, it Sets off; and besides is dull, smeary and
unpleasant to the Eye. And the Rosin if too great a quantity be put in,
and the Form be not very Lean Beaten, makes the Inck turn yellow:
And the same does New Linseed-Oyl.
Secondly, They seldom Boyl or Burn it to that consistence the
Hollanders do, because they not only save labour and Fewel, but
have a greater weight of Inck out of the same quantity of Oyl when
less Burnt away than when more Burnt away; which want of Burning
makes the Inck also, though made of good old Linseed-Oyl Fat and
Smeary, and hinders its Drying; so that when it comes to the Binders
it also Sets off.
Thirdly, They do not use that way of clearing their Inck the
Hollanders do, or indeed any other way than meer Burning it,
whereby the Inck remains more Oyly and Greasie than if it were well
clarified.
Fourthly, They to save the Press-man the labour of Rubbing the
Blacking into Varnish on the Inck-Block, Boyl the Blacking in the
Varnish, or at least put the Blacking in whilst the Varnish is yet
Boyling-hot, which so Burns and Rubifies the Blacking, that it loses
much of its brisk and vivid black complexion.
Fifthly, Because Blacking is dear, and adds little to the weight of
Inck, they stint themselves to a quantity which they exceed not; so
that sometimes the Inck proves so unsufferable Pale, that the Press-
man is forc’d to Rub in more Blacking upon the Block; yet this he is
often so loth to do, that he will rather hazard the content the Colour
shall give, than take the pains to amend it: satisfying himself that he
can lay the blame upon the Inck-maker.
Having thus hinted at the difference between the Dutch and English
Inck, I shall now give you the Receipt and manner of making the
Dutch-Varnish.
They provide a Kettle or a Caldron, but a Caldron is more proper,
such an one as is described in Plate 9. at m. This Vessel should hold
twice so much Oyl as they intend to Boyl, that the Scum may be
some considerable time a Rising from the top of the Oyl to the top of
the Vessel to prevent danger. This Caldron hath a Copper Cover to
fit the Mouth of it, and this Cover hath an Handle at the top of it to
take it off and put it on by. This Caldron is set upon a good strong
Iron Trevet, and fill’d half full of old Linseed-Oyl, the older the better,
and hath a good Fire made under it of solid matter, either Sea Coal,
Charcoal or pretty big Chumps of Wood that will burn well without
much Flame; for should the Flame rise too high, and the Oyl be very
hot at the taking off the Cover of the Caldron, the fume of the Oyl
might be apt to take Fire at the Flame, and endanger the loss of the
Oyl and Firing the House: Thus they let Oyl heat in the Caldron till
they think it is Boyling-hot; which to know, they peel the outer Films
of an Oynion off it, and prick the Oynion fast upon the end of a small
long Stick, and so put it into the heating Oyl: If it be Boyling-hot, or
almost Boyling-hot, the Oynion will put the Oyl into a Fermentation,
so that a Scum will gather on the top of the Oyl, and rise by degrees,
and that more or less according as it is more or less Hot: But if it be
so very Hot that the Scum rises apace, they quickly take the Oynion
out, and by degrees the Scum will fall. But if the Oyl be Hot enough,
and they intend to put any Rosin in, the quantity is to every Gallon of
Oyl half a Pound, or rarely a whole Pound. The Rosin they beat
small in a Mortar, and with an Iron Ladle, or else by an Handful at a
time strew it in gently into the Oyl lest it make the Scum rise too fast;
but every Ladle-full or Handful they put in so leasurely after one
another, that the first must be wholly dissolv’d before they put any
more in; for else the Scum will Rise too fast, as aforesaid: So that
you may perceive a great care is to keep the Scum down: For if it
Boyl over into the Fire never so little, the whole Body of Oyl will take
Fire immediately.
If the Oyl be Hot enough to Burn, they Burn it, and that so often till it
be Hard enough, which sometimes is six, seven, eight times, or
more.
To Burn it they take a long small Stick, or double up half a Sheet of
Paper, and light one end to set Fire to the Oyl; It will presently Take if
the Oyl be Hot enough, if not, they Boyl it longer, till it be.
To try if it be Hard enough, they put the end of a Stick into the Oyl,
which will lick up about three or four drops, which they put upon an
Oyster-shell, or some such thing, and set it by to cool, and when it is
cold they touch it with their Fore or Middle-Finger and Thumb, and
try its consistence by sticking together of their Finger and Thumb; for
if it draw stiff like strong Turpentine it is Hard enough, if not, they
Boyl it longer, or Burn it again till it be so consolidated.
When it is well Boyled they throw in an Ounce of Letharge of Silver
to every four Gallons of Oyl to Clarifie it, and Boyl it gently once
again, and then take it off the Fire to stand and cool, and when it is
cool enough to put their Hand in, they Strain it through a Linnen
Cloath, and with their Hands wring all the Varnish out into a Leaded
Stone Pot or Pan, and keeping it covered, set it by for their use; The
longer it stands by the better, because it is less subject to turn Yellow
on the Paper that is Printed with it.
This is the Dutch way of making Varnish, and the way the English
Inck-makers ought to use.
Note, First, That the Varnish may be made without Burning the Oyl,
viz. only with well and long Boyling it; for Burning is but a violent way
of Boyling, to consolidate it the sooner.
Secondly, That an Apple or a Crust of Bread, &c. stuck upon the end
of a Stick instead of an Oynion will also make the Scum of the Oyl
rise: For it is only the Air contained in the Pores of the Apple, Crust
or Oynion, &c. pressed or forced out by the violent heat of the Oyl,
that raises the many Bubbles on the top of the Oyl: And the
connection of those Bubbles are vulgarly called Scum.
Thirdly, The English Inck-makers that often make Inck, and that in
great quantities, because one Man may serve all England, instead of
setting a Caldron on a Trevet, build a Furnace under a great
Caldron, and Trim it about so with Brick, that it Boyls far sooner and
more securely than on a Trevet; because if the Oyl should chance to
Boyl over, yet can it not run into the Fire, being Fenced round about
with Brick as aforesaid, and the Stoking-hole lying far under the
Caldron.
Fourthly, When for want of a Caldron the Master-Printer makes
Varnish in a Kettle, He provides a great piece of thick Canvass, big
enough when three or four double to cover the Kettle, and also to
hang half round the sides of the Kettle: This Canvass (to make it
more soluble) is wet in Water, and the Water well wrung out again,
so that the Canvass remains only moist: Its use is to throw flat over
the Mouth of the Kettle when the Oyl is Burning, to keep the smoak
in, that it may stifle the Flame when they see cause to put it out. But
the Water as was said before, must be very well wrung out of the
Canvass, for should but a drop or two fall from the sides of it into the
Oyl when it is Burning, it will so enrage the Oyl, and raise the Scum,
that it might endanger the working over
the top of the
Kettle
.

Having shewn you the Master-Printers Office, I account it suitable to

proper Method, to let you know how the Letter-Founder Cuts the
Punches, how the Molds are made, the Matrices Sunck, and the
Letter Cast and Drest, for all these Operations precede the
Compositers Trade, as the Compositers does the Press-mans;
wherefore the next Exercises shall be (God willing) upon Cutting of
the Steel-Punches.
 MECHANICK EXERCISES:
Or, the Doctrine of

Handy-works.
Applied to the Art of

Letter-Cutting.
PREFACE.

LEtter-Cutting is a Handy-Work hitherto kept so conceal’d among the

Artificers of it, that I cannot learn any one hath taught it any other;
But every one that has used it, Learnt it of his own Genuine
Inclination. Therefore, though I cannot (as in other Trades) describe
the general Practice of Work-men, yet the Rules I follow I shall shew
here, and have as good an Opinion of these Rules, as those have
that are shyest of discovering theirs. For, indeed, by the appearance
of some Work done, a judicious Eye may doubt whether they go by
any Rule at all, though Geometrick Rules, in no Practice whatever,
ought to be more nicely or exactly observed than in this.

§. 12. ¶. 1. Of Letter-Cutters Tools.

The making of Steel-Punches is a Branch of the Smith’s Trade: For,
as I told you in the Preface to Numb. 1. The Black-Smith’s Trade
comprehends all Trades that use either Forge or File, from the
Anchor-Smith, to the Watch-maker: They all working by the same
Rules, though not with equal exactness; and all using the same
Tools, though of different Sizes from those the Common Black-Smith